Case Study on Clean Water Filters - Areyouthefilter

Intro

“Are You the filter?” That’s the question the company with the same name asks on its site’s homepage. Our client works on the sales, installation, and maintenance of UV water filters and complete household🚰. The company offers its customers who don’t yet have such equipment, the option to switch to safe healthy water and to stop being filters themselves. The client is based in Auckland, New Zealand, and operates within a 50 km radius of their office. Accordingly, a constant inflow of customers from this particular geolocation is important to them and we had to work on bringing them in.

Initial Data

• Client’s website – areyouthefilter.co.nz;
• Advertising account – Google Ads.

Work was carried out gradually as such:

Our starting points of work are communication with the client and the completed brief. After learning the key information about the company and the priority areas of work, we decided on an advertising strategy and drew up the structure for advertising campaigns. At the initial stage of the setup, GEO was installed within 50 km of the client’s office 📍 in order to exclude any orders that they wouldn’t be able to fulfill. To reach as many leads as possible from the given geo-target, we used search advertising, Google Display Network (GDN), and remarketing.

Objectives

Our main goal was to provide the client with sales growth. And for that, establish a series of objectives.

• Setting up search ads for priority areas: UV filters and Water Pumps.
• Launching Smart GDN, a smart display campaign that uses the smart capabilities of Google Ads to search for new customers.
• Setting up remarketing to bring people back to the site who hadn’t taken targeted action.

Actions We Took

What’s important for us is not only the number of new customers that our clients will receive but also the cost of attracting them as well. A successful advertising campaign in Google Ads is not just about clicks and sales, but it’s also about reducing the cost of conversion.

To lower the cost of conversion we use:

• Smart Target CPA. The idea is that with enough data on completed conversions, Google Ads adjusts the bids for queries and shows ads to users who are more likely to take the targeted action.
• Dynamic search ads. To create these ads, we use a large number of titles, descriptions and additional extensions (prices, quick links). This allows the system to select more conversion combinations as well as improve the search snippet. These kinds of actions increase CTR, which means they reduce the cost per click and subsequently, they reduce the cost of conversion.

Implementation

Search Ads

We created 2 search campaigns: UV FILTERS and WATER PUMPS. Each of the campaigns was divided in to groups according to keywords and took on the following structure:

💧 UV FILTERS:

• UV filters
• UV filter services
• Water filters (we used common queries about water filters and offered a page with UV filters that people might not have known about before).

💧 WATER PUMPS:

• Jet pumps
• Multistage pumps
• Water pumps
• Water pump service

Initially, bids were set at the group level, and after collecting statistics, they were manually set at the keyword level to be shown on average at the 2nd position. After the first dozens of conversions, we switched to the smart strategy with Target CPA.

These target actions were set as conversions:

• Positive reviews after filling out the form for services, UV filters and pumps
• Clicking or copying an e-mail
• Giving thanks on the home page
• Calls from search advertising
• Calls through the site (call tracking)

We also set goals for local actions through Google Maps 🌏, we took them into account during optimization. However, we didn’t count them as conversions, because it’s difficult to track whether conversion actions followed these.

For dynamic search ads we used:

• 8 quick links to website pages that solve various customer issues: research information, sending a message, information about the company, requesting a free visit, ordering free diagnostics, receiving a commercial offer, and the service department’s rapid dispatch.
• Specifications where the customer’s USP was used (2000+ installations, 18+ years of experience, high quality, 24/7 emergency call line, a wide range of products, etc.).

We set up 3 campaigns:

Remarketing and GDN

• Search remarketing – proved ineffective in combination with our GEO.
• Standard remarketing – discontinued since almost all traffic was pulled by the Smart GDN campaign.
• Smart GDN – did an excellent job of targeting audiences and yielded low-cost conversions.

While remarketing was bringing in conversions between $70 NZD and $150 NZD, the cost of conversion in Smart GDN was $20 NZD, so this ad campaign was discontinued.

Results

Work on the project continues today. For 1.5 years of our cooperation, the total budget for advertising campaigns amounted to $14,000 NZD. The average conversion price of $53.79 NZD, which suits the client fine, as it quickly pays off by selling, installing, and servicing the equipment.

Conclusion

The possibilities of advertising on Google Ads allow us to continuously improve and make it more profitable.

In this case, the dynamic search ads where the search campaigns are built act as a powerful A/B test that makes it clear which combinations of titles, descriptions, and links are more effective. And the smart capabilities of Google Ads allow everyone to maintain the cost of conversion at an acceptable level.

As a result, we’re getting the desired indicators, and the client is getting target customers and a quick return on advertising.