670% ROI using Google Ads
Project Info
Date
24 Feb 2017
Category
Google Ads
Client
Donesafe
Project
SEM
Goal:
Donesafe, a ‘no-code’ tech company specialising in the health and safety industry, had ambition to dominate the Australian Enterprise market while also entering the US market.
Problem:
Donesafe was winning business on an ad-hoc basis mainly driven by offline referrals and a small partner channel. It wasn’t measurable, nor was it scalable. The sales team weren’t being fed enough leads and the founders could not leverage data and predictable inbound leads to forecast future sales.
Solution:
It was immediately obvious that Donesafe had an existing digital marketing strategy that wasn’t generating growth. In fact, it was simply burning through budget.
The solution was to rework the inbound strategy to create a replicable lead engine, and with that I identified Google Ads as being the #1 priority for making a significant impact to revenue.
Result:
Within 6 months, Google Ads campaigns fed the sales team enough leads to hit their quarterly targets. After 2 years, Google Ads hit an ROI of 670% (every $1 spent returned $6.70).
How Did I Do It?
Here’s the approach I used for Donesafe.
Step 1: Use Existing Data to Identify Opportunities
Google ads can be overwhelming with the amount of data in the various layers throughout the platform. I bubble up the data that counts in articulate reporting dashboards that show real-time ad performance. This way I know what to keep, what to throw out, and what is showing enough promise that it’s worth optimising.
- You can't improve what you don't measure
- Know exactly how efficient each current ad group is with a quadrant report showing high and low performers
- <span data-metadata=""><span data-buffer="">Track long term performance metrics with trend reporting
- Gain real-time insight to your engagement
Step 2: Identify Keywords That Target Intent
When it comes to creating a high performance Google Ads account, keywords are the first place to start. The goal is to treat every dollar like it is your last so you can maximise return on investment and create something that is scalable (If you put $1 in, you can guarantee you’ll get $3 in return). To do that, I use tools to identify what signals exist that tell me a target buyer is ready to buy now. On the flip side, I identify keywords that suggest a user is not looking to buy – and I block them from consuming budget.
- Target keyword that capture users ready to buy
- Block keywords that waste budget
- Layer on sophisticated audience segmenting.
- Once it is humming, you can dial up the spend and get exponential returns.
Step 3: Craft Ad Messaging That Converts Potential Buyers
A carefully designed framework of ‘Ad Groups’ with the right ‘keywords’ ensures your message is visible to potential buyers. Therefore, it is crucial that your message stands out against the competitors who are also advertising alongside. Getting the messaging right ensures potential buyers click and land on your website.
- Ads that only attract buyers with intent
- Messaging that beats your competitors
- Ensure consistency between the keyword, ad messaging, and landing pages
Step 4: Optimise into a lead engine
Here is where we thank our past self for nailing step one and generating dashboards – we can continually optimise the Google Ads account and turn it into a lead generating machine. The goal of inbound marketing is to create a replicable lead engine that drives predictable revenue. As we lock in campaigns that work, we will broaden the campaign framework to take advantage of different opportunities.
- Create an digital lead engine using Google PPC
- Optimise existing campaign for increased success
- Build on the base to expand potential
