The main objective of our campaign was to drive more qualified lead to Casa Palmera via form submissions and phone calls through highly targeted AdWords campaigns. Here are the steps we took to make that happen:
ANALYZED LEAD SOURCE
We began by taking a critical look at where Casa Palmera’s leads were coming from. We took a deep-dive into the search terms the account had accrued and isolated new keywords that had a proven history of conversion volume. We then restructured the entire account into our unique “Keyword Harvesting” model using the newly salvaged keywords as the backbone of the account.
CLAIMED BRANDED SEARCH RESULTS PLACEMENTS
We also noticed that the legacy account lacked Branded Search and Casa Palmeras’ competitors were eating up that ad real estate on the search engine results pages (SERP)’s. To capitalize, we created brand-centric campaigns using the “Keyword Harvesting” model.
SET UP CALL EXTENSIONS
Because we knew that calls were extremely important to the client (as they have an extremely high close rate), we set up call extensions in our text ads. Additionally, we set up a goal to track phone calls on their site via a mobile device in Google Analytics.
MONITORED + TESTED DAILY
Once these were structured, daily monitoring was required along with regular maintenance routines which consisted of: negative search term scrubs, keyword expansions, budget/bidding adjustments, and ad testing, amongst others.
Lacking the ability to traditionally remarket, we used keyword contextual targeting to power our display campaigns. After accruing roughly 2 month’s worth of data, we restructured the Google Display Network (GDN) campaigns into our “Placement Harvesting” model to take advantage of websites that showed strong conversion history.
LAUNCHED VIDEO REMARKETING ADS
Additionally we discovered that they had a thriving YouTube channel with plans to expand their video library. Therefore, we synced the YouTube channel to the AdWords account and leveraged video remarketing as a work-around to remarket ads to video-watchers within the GDN. We also launched In-Stream & In-Display YouTube campaigns using affinity audience insights/targeting extrapolated from their Google Analytics account to increase Brand exposure and reach.