Freeparking was already spending on Google AdWords but they were not happy with the return on investment (ROI).
Synapse Search was given two objectives:
The AdWords account had previously been set up to target lots of services and products provided by Freeparking, which appeared to be costing the business a lot of money for very little ROI.
From the data in the old AdWords campaigns, we were able to set up an ad schedule to ensure that the campaigns were more visible during the most successful converting days and times. This also helped us in reserving the daily budget as much as possible during the lower converting days and hours.
We also re-wrote the ads in the new extended format and made sure that the ads had all relevant ad extensions implemented.
Sure, we did all AdWords account management best practices and that contributed to the overall success, but the big improvements were made by refining the AdWords structure down to only converting products/campaigns.
Year-on-Year, the most notable improvements are the number of clicks on AdWords increased by 13% (where overall account clickthrough rate stayed the same at 1.3%). At the same time, Google Analytics (GA) ecommerce conversion rate improved by 24% and transactions increased by 40%. As a result, GA revenue increase by 20% year-on-year.