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PerformanceCase Studies

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Client Summary

www.blueprintsheds.com.au

Strategy• AdWords Optimisation

Breakthrough Results• Lead quality improved• Clicks + 18.47% • CPC - 12.22%• CTR + 46.08%• Conversions + 97.92%• Cost / Conversion - 47.43%• Conversion Rate + 67.10%

SHOWCASE | WWW.BLUEPRINTSHEDS.COM.AU

NEVER GIVING UP UNTIL WE CRACKED THE SUCCESS FORMULA

Strategy Overview

Blueprint sheds are builders of commercial sheds and structures and have an unrelenting commitment to quality and custom engineered designs.

With their target audience being rural, commercial and industrial we were tasked with expanding direct response enquiries from Google Ads. The initial challenges faced were the ambiguous nature of the search terms “Sheds” and “Commercial Sheds” and the wide interpretation of needs for people typing this into Google. Even with expanded long tail keywords and exact matching we were unable to achieve the volume of enquiries that were qualified. Everyone seemed to be wanting residential garage sheds or small commercial sheds. As you can see from the graphs below even up until the breakthrough our optimisations were seeing positive improvements in CTR, cheaper CPC and conversion volume. However with a limited daily budget the ability to target only 100% qualified search traffic just wasn’t possible.

Results Analysis

After several months of testing and optimisaiton we were able to achieve a breakthrough in performance. CPC, CTR, Clicks and Conversions all improved significantly. However the biggest breakthrough was lead quality.

A possible option was to increase budget and just weather a portion of the unqualified leads as a cost of advertising in order to receive more motivated enquiries, however we also needed to be mindful of the ROI equation. Cost per sale minus profit per sale. We tried a number of things including rewriting text ads that more clearly highlighted the types and scale of sheds and clients they service. But this only managed to lower the CTR levels which increased CPC negating the goal of achieving a better ROI with more motivated enquiries. It worked out it was still cheaper to weather a portion of less motivated traffic. So what was the breakthrough? Well we can’t tell you that, it’s only for the client to know, but since the breakthrough we have completely transformed the performance. Both the quality and volume of enquiries have significantly improved.