64%
Increase in Conversions
43%
Improvement in CPA
42%
Improvement in CPC
59%
Improvement from Traffic
THE CHALLENGE
SCORE’s initial challenge in Google Ads was to define how to structure multiple different Google Ads accounts. SCORE is a Google Grants user, has multiple accounts for local chapters, and other accounts for sponsors and other purposes. Typically, OpenMoves would not suggest complex multi-account structures but SCORE is an advertiser where such a structure is valid.
As a Google Grants user, like most Grants accounts the initial goal was to ensure that SCORE was fully realizing the potential advertising credits in the account. Once we achieved this, the aim was to get the most value from the free Google clicks, without losing scale within the account – as with most Grants advertisers, SCORE prefers a free click to no click at all.
Navigating a complex account structure imposed a number of difficult questions around how Google Ads MCC accounts share conversions and how Google CPA bidding works across accounts. Our team had to dig deep into some unique technical challenges to understand the optimal way to share conversion data between Grants and standard Google Ads accounts for bidding purposes.
Our creative campaigns focused on two distinct audience types, small business owners and experienced business experts who might consider becoming a SCORE Mentor. The creative approach for ads had to focus on unique concepts and messaging for each prospect and then thoroughly test ads to improve performance.
Primary Goals
Grow total conversions and traffic.
Establish and optimize a Google Grant account maximizing advertising opportunities.
Improve PMAX placements and results significantly.
Leverage 3rd party PMAX reporting scripts, and more.
Develop ad creative for diverse audience targets
The Solution
Achieving High Performance with Data-Driven Creative
For our PPC clients we take a “Create, Learn and Optimize” approach to rapidly test and roll-out relevant creative that addresses critical campaign challenges. To tackle these challenges we build a creative strategy that starts with an analysis of funnel stages for different audience segments within different product lines. We then create creative concepts and a testing methodology based on our research and hypothesis on the experiments we’d like to run.
Ideate and Test Multiple Concepts
Our two core audience targets for SCORE were business experts who might be interested in mentoring and young entrepreneurs who would benefit from a business mentor. The ad concepts below show a variety of creative approaches for attracting young entrepreneurs into the SCORE program. All concepts tested used a variety of photographs but each set has distinct messaging, design and formatting.
Iterate on Winning Concepts
At this stage we’re ready to consolidate our campaigns with the best performing creative and begin optimizing the winners. With our honed in concepts we performed quick micro-experiments to test messaging, different cuts and lengths, calls-to-actions, and color schemes. By A/B testing one element at a time we’re able too quickly improve performance and gain valuable insight into what’s working and not working for within our different targets.
Continually Test and Optimize
New campaigns need to be continually improved, refreshed, optimized, and eventually challenged with new ideas and creative concepts. With the insight we gained from the ideation and iteration phase we are able to further scale SCORE’s campaigns by fine-tuning our audience segmentation/exclusions optimizing our bidding strategies while developing new campaigns and testing variants.
OPENMOVES PPC TEAM
Let’s discuss how we can increase your revenue
HIGHER EDUCATION
How a startup fashion brand leveraged Facebook and Instagram marketing to grow revenue by 200% in 2 years.