Previous Paid Search Campaigns

To discuss more detailed search builds (ad groups, campaign-level conversions, negative keywords from queries, keyword research, and ad copy rotations) reach out via Calendly.

Lead Generation Search Ads - Financial Services

Tested Standard Search against Performance Max and pulled conversions from CRM for attribution accolades and acquisition analysis. 

Conversion Tracking

Setup up lead scoring and pipeline triggers in CRM then, imported into Google Ads and created value-based Offline Conversions through a Zapier LeadConnector integration. 

Attribution Modeling 

Phone Calls from Ads' call extension clicks were set at $7.50, Website Form Submissions at $15.50, and Appointment [Add to Calendar] events from confirmation emails at $32.75. 

Mortgage Ad Preview Screenshots

Standard Search Campaign

5 Ad Groups (Equity, Refinance, Branded, Mortgage, and Purchase) with 5 - 10 Broad Match Keywords in each (for a wider reach). 

Standard Search RSAs 

Lead Generation Campaign Desktop Search Ad Preview with Sitelinks, Callouts, and Lead Form Extension: 

AI-Optimized Ad Placements

Performance Max (formerly Smart Shopping) campaigns automatically optimize ad placement across Search, Display, YouTube, Gmail, Discover, and Maps. 

CRM Integration

Lead Scoring and Nurture Workflow

Pipeline Journey Milestones

Once the contact passed the entry criteria, the new contact entered the first of 6 pipeline milestones, each touchpoint with an assigned monetary value based on platform performance estimates and cost-per-acquisition historical data and forecasting trends. 

Workflow Automation Triggers 

The contact was then assigned a trigger workflow based on lead quality scores and delivery profile classifications. Trigger events included automated SMS messages, push notifications, and in-platform messaging. 

Performance Max Campaign

Audience Signals: Refinance In-Market Segment. Asset Groups replicated Search campaign Ad Groups. 

Mobile Display Ad Preview

YouTube Placement Mobile Preview Screenshot.

2020 Paid Search Project

Lead generation search campaign targeting in-house marketing managers and directors in the B2B technology and financial services industries looking for help with their PPC efforts. 

Expanded Text Ad 

Screenshot of the last hurrah. RSAs are the new ETAs. In 2022, Responsive Search Ads (RSAs) replaced Expanded Text Ads (ETAs).

 

Ad copy now rotates based on performance, so make sure to group call-to-actions, headlines with keywords (up to 30 characters), and descriptions based on Ad Group (usually product or service). 



Mashup Audience

Affinity audience: Banking and Finance

In-market audience: Advertising and Marketing Services

Phase 2 Strategy

Ran to Google generated smarts for 90 days, then once the GA created remarketing audiences populated, retargeted previous landing page visitors with displays.

Dedicated Landing Page

Financial Services Search Campaign Landing Page:

 

2019 Remarketing Display Campaign

For placement selection and custom audience creation, we targeted previous visitors of specific websites, with display ads. Selected (previous visitors of) websites and ad placements: travel sites, tourism authorities, stroller mom blogs, and visitor bureaus. 

Target Cost Per Acquisition

Display Remarketing Campaign

 

Previous Website Visitors from Email

2018 Google Search Ads Campaign 

SoFlow Electric Scooters and Skateboards 

 

This traffic campaign for an electric skateboard manufacturer and e-bike/scooter reseller featured the manual CPC bidding strategy for "phrase" match bid adjustments. Broad match keywords max CPC was set at $2.20.

Search with Display Network - Run: 11/9/2018 - 12/9/2018

Frequently Asked Questions

What audiences work best with max CPA bids?

Lookalike, saved and custom audiences can be created in Facebook Ads Manager based on pixel data, customer lists, and previous engagement. Then save the audience to be used again in future campaigns.

Is it possible to show ads to previous visitors of other sites?

Integrate third-party partners such as WooCommerce, WordPress, Google, Analytics, and Data Studio can be utilized to collect off-platform data. 

What are preferred paid search tools?

Reporting, Attribution, Analytics, and Conversions... Oh my. Tech stack includes Google Ads, Analytics, Search Console, Data Studio, and Tag Manager.

How can the path to purchase be streamlined?

Facebook Catalog and Commerce Manager allow visitors to purchase products and pay for services directly on Facebook and Instagram.

Timing is everything and intent guides the journey.

The right audience.

The right messaging.

Just the right time.