Distinctly produced a strategy which would target the three sectors on the Google AdWords Search network, using keyword bidding. The keywords had an estimated cost per click average of £15, so particular focus was put into ensuring the AdWords quality scores were as high as possible, which would lead to cheaper clicks. We achieved this through a highly granular campaign structure, where landing pages were created for each sector with bespoke wording tailored to that audience and the keywords targeted.
This highly targeted approach has proved very effective in its first three months, with conversion rates exceeding initial expectations, and the cost per clicks significantly lower than the original estimates. A/B testing has proved key in identifying the best converting imagery, copy and contact form design. Daily bid refinements and negative keyword reviews also ensure that the campaigns remain competitive and average positions on the search results are maintained.