ICE Urban Combat Martial Arts PPC Case Study

Challenges

We analyzed the entire Google Ads campaign for ICE Urban Combat Martial Arts to see the areas where it was underperforming for our client. Our focus was on finding the exact PPC problems that had made things ineffective, resulting in wasted ad spend. Here is what we uncovered:

• Ad Fatigue: Customers were seeing the same ad again and again, which was causing engagement to decline and costs to skyrocket.  
• Poor Ad-to-Offer Alignment: The ads did not communicate the value offered by the service correctly, causing misalignment between the ad & the actual offering.
• Poor Quality Traffic: The traffic coming to the site from PPC was of low quality, as it didn’t show engagement as well as conversion potential. 
• No Campaign Monitoring & Optimization: There was not a consistent system to track the campaigns and optimize the performance, resulting in wasted ad spend on underperforming elements. 

Solution

RankingBySEO Inc. redid the entire Google PPC campaign for the client based on the challenges that the brand was facing. Our revamped campaign tackled the performance challenges that were making PPC ineffective for the client. Here is what we did:

• Recreated Fresh Ad Creatives: In order to maintain the interest of the audiences, we created fresh creatives on a regular basis. We tested different creatives along with new messaging angles to maintain interest in the audience, which also helped improve the engagement rates. By testing different creatives, we selected the best-performing ones, allowing us to optimize the ad spend on creatives that bring value to your PPC campaign.
• Ad-to-Offer Alignment: We understood the client’s offering and refined the messaging on the PPC ad campaign to align with the value that they provide to the customers. Our ad creative and messaging aligned with the offering, along with the landing page design, to present a consistent offer to the client as per their expectations.
• Refined Targeting: We optimized the PPC ad campaign’s targeting to bring in higher-quality users who were most likely to buy the services that the client has to offer. The refined targeting maximizes the conversion potential, allowing the client to experience a better return on their investment.
• Campaign Monitoring & Optimization: Regularly tracked essential performance metrics like clicks, impressions, cost, and average CPC to see how the campaign was doing for our client. We optimized the campaign based on real-time data to get rid of underperforming elements that were consuming the ad budget without any significant benefit. 

The Results

Our Google PPC ad campaign for ICE Urban Combat Martial Arts brought significant improvements for the client in terms of leads as well as customer acquisition cost. Here are the results we have generated:

• Generated 24 conversions: The PPC campaign resulted in 24 conversions for the client. This shows an increase of 11 conversions compared with the previous period, indicating a stronger performance from the paid traffic in terms of conversions.
• Increased clicks to 682: The campaign generated 682 clicks. The clicks went up by 54 from the previous comparison period, expanding the volume of users reaching the website through the ads.
• Reduced cost per conversion to $83.85: The average cost per conversion decreased by $71.91. And it shows a significant improvement in the efficiency of the campaign’s conversion acquisition.
• Lowered average CPC to $2.95: The campaign’s average cost per click decreased by $0.27. It enabled the campaign to generate more clicks while reducing the average amount paid for each click.
• Improved results without increasing spend: Total spend for the PPC campaign was $2,012.45. The conversions increased & both CPC and cost per conversion declined for the client. This indicates that the PPC optimization helped improve conversion efficiency without requiring a corresponding increase in advertising spend.

Overall, the campaign generated 24 conversions from 682 clicks for ICE Urban Combat Martial Arts. It also reduced the average CPC & cost per conversion for the client.