Restructuring Google Ads to improve paid media profitability.
Southern Phone is one of the largest providers of fixed-line, mobile, and internet communications services in regional Australia. Their vision is to deliver more affordable telecommunications services to metro and regional communities.
When we first took over Southern Phone’s Google Ads account, we saw a significant opportunity to improve the structure of their campaigns and implement Google Ads best practices. Our goal was to increase sign-ups and decrease the high cost per acquisition seen upon onboarding the client.
Southern Phone’s key product categories are highly competitive. Their NBN, Broadband and SIM products are up against competitors with high budgets, e.g. Optus, Telstra, Amaysim. With only 3 campaigns running when we took over, and 706 keywords clustered into only 9 ad groups, the challenge was to build a more granular account, improve their keyword targeting, and create highly relevant ads at scale.
We restructured the account to ensure we had better visibility and control over the cost per acquisition. This enabled us to prioritise and allocate budget to different product categories according to the revenue each generated to the business.
We also ran generic campaigns targeting product and competitor searches. Ad copy was also re-written to be keyword specific while communicating Southern Phone’s value propositions. This also helped reduce the impression share lost due to rank and improve the overall quality score.
Ongoing negative keyword searches have also been crucial to the process. We regularly remove irrelevant search terms to all ad groups to ensure we are capturing quality traffic and avoiding double bidding.
Increase in Monthly Conversions
Decrease in Cost Per Conversion
Decrease in Average Cost Per Click
The above Google Ads data compares July 2019 (first month of engagement) to March 2020. By implementing the right foundations for growth and allowing data to inform decision making, we have dramatically increased the profitability of Southern Phone’s paid search strategy.
Cynthia is one of the most outstanding Account Managers I have ever worked with. Along with the Alpha Digital team, she has helped us improve the structure and set-up of our Google Ads account and ensured that we are getting the most out of digital campaigns and ad spend. Attention to detail is also second to none and I appreciate how she regularly goes above and beyond to meet our campaign deadlines, provide recommendations and quickly come back to us on any questions or requests.