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Voys approached Ruby Digital for Google Ads services wanting to increase the number of leads generated, while maintaining a low Cost per Action (CPA). Their initial goal was to generate a certain amount of leads per month with consideration taken for a lower number of leads if the quality of the leads improved.
increase in conversions
increase in the conversion rate
decrease in cost per conversion
Voys approached Ruby Digital for Google Ads services wanting to increase the number of leads generated, while maintaining a low Cost per Action (CPA). Their initial goal was to generate a certain amount of leads per month with consideration taken for a lower number of leads if the quality of the leads improved.
increase in conversions
increase in the conversion rate
decrease in cost per conversion
Voys approached Ruby Digital for Google Ads services wanting to increase the number of leads generated, while maintaining a low Cost per Action (CPA). Their initial goal was to generate a certain amount of leads per month with consideration taken for a lower number of leads if the quality of the leads improved.
Initial challenges presented in Voys’ Google Ads account was an unstructured account that did not keep to Google Ads’ best practices of keeping keywords of a similar topic and intent in campaigns and ad groups.
In addition, Voys also struggled in tracking conversions in Google Ads and reconciling them with leads in their CRM.
To overcome the first challenge, we first audited the Google Ads account to ensure that all configurations and settings were applied to Google Ads’ best practices. The campaigns were rebuilt to be specific to VoIP, PBX, business solutions and branded campaigns by identifying keywords that previously had conversions attributed to them, and through expanding the keywords with specific keyword research.
The second challenge was resolved through collaboration with the client to create three measurable conversion metrics; signup_form_lead, contact_form_lead and purchase. These conversions all represented different levels of value for the client to which we assigned arbitrary values. These arbitrary values were later used for bidding strategy optimisation and optimising for conversion value.
“Working with Ruby is an absolute blast! Besides delivering great results, their professional yet familiar demeanour is exactly the type of business relationships Voys values in our partners. I would highly recommend Ruby as a digital solution to companies who value personalised service topped off with stellar results.”
From January to June 2023 compared to July to December 2023, there was a significant increase in campaign performance. Overall, conversions went up by 58.27%. When we break it down, conversions from Search Campaigns increased by 52.11%, and those from Video Campaigns jumped by 72.53%.
The conversion rate improved dramatically as well, increasing by 128.08%. Specifically, the conversion rate for Search Campaigns went up by 38.96%, and for Video Campaigns, it skyrocketed by 249.22%.
In terms of cost efficiency, there was a general decrease in the cost per conversion by 30.92%. Breaking this down, the cost per conversion for Search Campaigns fell by 30.87%, and for Video Campaigns, it dropped significantly by 67.33%.
Spending patterns also changed during this period. Overall, spend increased by 9.33%, with spend on Search Campaigns up by 5.16%. However, spend on Video Campaigns decreased by 43.64%.
In summary, the second half of 2023 saw improved campaign performance with higher conversions and conversion rates, and a more efficient use of the budget. The data shows that both Search and Video Campaigns became more effective, with a notable decrease in the cost per conversion.
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Ruby Search Solutions (Pty) Ltd trading as Ruby Digital
