Stoneworld is a family business based in Oxford and they specialise in bespoke stone projects for interior and exterior applications including swimming pools. They’re a very passionate team and Visibility has loved working with them. They have a wealth of experience and their craftsmanship is second to none. Visibility has worked with Stoneworld since 2021 and have developed a digital marketing strategy which has improved their traffic and revenues.
Improvement of CTR
Reduction of bounce rate
Decrease in the cost-per-click
Although we work with Stoneworld on a range of other channels, this case study focuses on the Pay-per-Click strategy. We were tasked with improving their Google Ads account overall to be able to increase the number of leads and sales that their paid media budget was achieving.
Their core objectives were:
- Improve and optimise the existing paid media accounts
- Improve the cost-per-click (CPC) in the accounts overall
- Improve the click-through-rate (CTR) in the accounts overall
- Increase number of leads that the account generates
- Improve sales in certain core product areas
One of the main tasks that the paid media team at Visibility completes for our new clients is an account restructure. We analyse how the previous person managed the account and often make adjustments to improve the effectiveness and efficiency of the campaigns. Part of this involves restructuring the layout of the campaigns and ensuring there aren’t too many keywords within a single adgroup. We want to try to improve the quality score as best we can to ensure we’re improving the cost per click and ultimately the ROI for the client.
The account we inherited had conversion tracking issues. We implemented a robust conversion tracking strategy which can be used to track conversion data across paid media channels as well as other marketing channels. This data is golden when it comes to understanding which channel it’s best to spend money in.
3.Ad Copy Review
As we had historic data in the account, we were able to see which ads and ad copy was previously effective. We took this information and developed a strategy of testing ad copy to find out which messages would lead to the most conversions.
We’ve been generating results for Stoneworld since 2021.
Here are just some of the achievements we’ve made with the account:
- 22% increase in CTR year-on-year
- Reduced bounce rate by 73%
- 15% reduction in cost per click year on year
- CTR of display campaigns Improved by 87%
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