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Galetti approached Ruby Digital because they wanted to increase their contact form submissions and property enquiry submissions on average over 12 months and to stabilise and grow Auction as a service line.
Their primary Google Ads goal was to generate leads from Search Campaigns as cold leads and Display Campaigns as cold and warm leads (remarketing). With this in mind, we set out specific goals and determinators of success: driving traffic to the site, generating contact form submissions, improving click through rate, improving conversion rate, and improving website engagement metrics from the paid channel (bounce rate, average session duration, % new sessions).
With the goal being lead-driven, making micro improvements to campaigns and the website was key to improving the specific goals mentioned above for the same amount of ad spend. To achieve the aforementioned business goals, our Google Ads goals were: engagement and conversions.
To help Galletti meet their goals, we provided PPC management services, including Google Advertising. Although their PPC ads were well-set up, we identified additional areas for improvement and made recommendations by preparing an overarching strategy for improving PPC performance by restructuring the site according to locations.
Two of the major challenges they encountered were: missing cross-domain tracking for auction ads to track registrations on BidWrangler and potential customers outside of specific locations potentially not seeing ads (negated by targeting settings).
Results after comparing the last 6 months of running Google Ads to the first 6 months in a 1-year period. (1 March 2021 – 31 August 2021) compared to (1 Sep 2020 – 28 Feb 2021):
44.48% increase in sessions to website from Google Ads. 23.64% increase in Contact Form Submissions, which was their focus conversion goal. 7.1% increase in the Click Through Rate (CTR). 42.65% increase in Clicks from Ads.
