This Dutch short-lease operator, serving both consumers and businesses, wanted more conversions from Google Ads, even if each conversion cost a little more. Bids were low and that limited the visibility of the ads, so we raised them. The higher price shows in the chart: a conversion cost around €10 in the first half of 2021 and €13 to €15 in 2022. Q2 2022, at about 610 conversions, was the strongest quarter of the period.
The first two quarters are at zero; the numbers start in Q1 2021. Quarter by quarter after that, approximately: Q1 2021 about 400 conversions at around €9.50 per conversion, Q2 2021 about 590 at around €10, Q3 2021 about 520 at around €13, Q4 2021 about 270 at around €25, Q1 2022 about 520 at around €13 and Q2 2022 about 610 at around €14.60. The Biggest changes panel compares against Jul 2018 to Jun 2020, when these items had no cost yet (hence '+∞'). The amounts shown there, +€14,180 and +€7,871, are simply their cost in this period.
What we did, and what the quarters show
01 · Bidding higher for more visibility.
The brief was more conversions, even if each conversion cost a little more. Bids were low, so the ads were not visible enough. We raised those bids.
02 · Not every quarter moved forward.
In Q4 2021 volume dropped to about 270 conversions and cost per conversion rose to around €25. In 2022 it was higher again: about 520 conversions in Q1 and about 610 in Q2, the highest quarter of the period, at €13 to €15 per conversion.
Was able to work with Feisal for several years in the automotive industry. The goal of our cooperation was to generate as much revenue as possible with online activities for customers in this branch. Feisal has a good outlook and pragmatic approach.
By the numbers
Across the whole period: 144K clicks, 2.93K conversions, €39.3K total cost and an average of €13.41 per conversion.
The first half of 2021 next to the first half of 2022:
Q2 against Q2 the volume gain is smaller: from about 590 to about 610 conversions (≈ +4%), while cost per conversion rose from around €10 to around €14.60 (≈ +45%).
The lowest cost per conversion was not the goal here. More conversions were.
Boring, predictable, attributable. That’s what good PPC looks like.
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