Case Study

1300% Increase in Click-through Rate

Google Ads

Grass Bros

thegrassbros.com.au

– Case Description

The Grass Bros is a privately owned and operated company based in Sydney’s Inner West, which specialises in supplying and installing all types of natural and artificial Turf including the highest quality artificial turf in Australia.

– Challenges

Because there are more than 9,000 monthly searches of the keywords such as “grass supplies” and “artificial grass” on Google within the Sydney region, Google Ads is the main promoting channel for Grass Bros. Although the demand is high, it is very competitive. There are more than 20 providers that compete with Grass Bros on Google ads.

When Grass Bros came to us, the main challenges they were facing were:

  1. The click-through rate of their ads was very low.
  2. They were getting unrelated leads. A number of leads contacted them for lawn maintenance service instead of lawn supply or installation.
  3. The number of leads was not satisfied.

– Solutions

W

Account Audit

We had a thorough review of the historical data and found some critical errors in our audit. For example,

  • The CTR (click-through rate) gradually dropped from 7.25% to 0.49% in the past 6 months.
  • Most of the keywords used broad match type which triggered a lot of unrelated search terms.
  • Some ads were limited to show because they contained the trademarks such as “Bunning”.
  • Negative keywords and keyword grouping were not applied.
W

New Campaign Structure

To rectify the issues and optimise the performance, we have reset their Google ads account with a new structure. In order to target the audience more accurately,  we set up several new campaigns based on the different products Grass Bros provides.

W

Improve Keyword Relevancy

Keywords are reselected after a more in-depth keyword research. Unrelated keywords are excluded by applying negative keywords.

W

Rewrite Ad Copies

To make the ad copies more compelling and relevant to the keyword, we have crafted a variety of titles and descriptions. The Ads’ strengths are greatly enhanced after we rewrote the ads.

– Final Result

% Increase of the click-through rate

% Save in cost per click

% Save in cost per lead