How we restructured a +1M€/year Google Ads Account

💪 Our Step-by-Step Approach

The approach was a comprehensive overhaul of Weglot's Google Ads campaigns, focusing on strategic account restructuring, advanced audience targeting, bid optimization, and diversifying marketing channels for enhanced performance and risk mitigation.

A- Restructuring the Google Ads Account

Account Restructuring

• Granular Campaign Segmentation: Redesigned campaigns with a more granular approach, distinguishing between product lines, languages, and target markets to allow for more precise targeting and budget allocation.

• SKAGs Implementation: Adopted Single Keyword Ad Groups (SKAGs) for high-performing keywords to increase ad relevancy and Quality Score, which directly influences CPC and ad position.

• Negative Keyword Optimization: Regularly updated negative keyword lists to prevent irrelevant traffic, improving ad spend efficiency and reducing wasted clicks.

💡 The SKAGs structure help them to x1.5 their monthly budget, and to multiply by 2 the value generated with Google ads campaigns.

Smart Bidding Strategies

• Conversion-Optimized Bidding: Transitioned to automated bidding strategies like Target CPA and Target ROAS, leveraging Google’s machine learning to optimize bids in real time.

• Bid Adjustments for Device and Location: Implemented bid adjustments based on device performance and geo-targeting, emphasizing areas and devices with higher conversion rates.

Audience Management

• Custom Affinity and In-market Audiences: Utilized custom affinity audiences to target users based on their specific interests and in-market audiences for those actively searching for translation solutions.

• Remarketing Lists: Created segmented remarketing lists for various stages of the customer journey, from initial website visitors to past converters, using tailored messages for each.

B- Campaign Optimization

CMS Campaign Consolidation

• Strategic Grouping: Grouped CMS platforms based on market share and performance data, focusing ad spend on those with the highest ROI potential.

• Ad Copy Customization: Tailored ad copies for each CMS group, emphasizing unique selling points relevant to users of each platform

Geographic Performance Analysis

• Regional Performance Breakdown: Analyzed performance data by region and country, identifying underperforming areas and growth opportunities.

• Localized Campaigns: Developed localized campaigns with region-specific ad copies and landing pages, improving relevance and conversion rates.

C- Diversification and Innovation

Channel Diversification

• Expanding Beyond Google Ads: Ventured into other platforms like LinkedIn for B2B targeting, Facebook for broader reach, and industry-specific forums for community engagement.

• Content Marketing Synergy: Integrated paid campaigns with content marketing efforts, leveraging blog posts and case studies in ad creatives for higher engagement.

ABM Approach

• Identifying Key Accounts: Utilized CRM data and market research to identify high-value accounts in the e-commerce, startup, and agency sectors.

• Tailored Campaigns for Key Accounts: Crafted personalized campaigns for these accounts, focusing on their specific needs and pain points, and employed direct outreach strategies.

💰 The results

• Improved ROI: The restructuring led to a more efficient allocation of the advertising budget, resulting in a x2 ROAS. They multiply their monthly spend budget by 50%.

• Higher Conversion Rates: Enhanced targeting and audience management strategies led to +27% increased conversion rates across campaigns.

• Diversified Risk: By expanding into other channels and reducing reliance on Google Ads, Weglot mitigated the risk associated with over-reliance on a single channel.