Challenges
The primary objective was to increase online Leads and improve brand visibility while reducing the CPA.
High Competition: The camper trailer market is highly competitive, with many established and emerging manufacturers targeting similar audiences.
Brand Visibility: Limited brand visibility in a crowded market.
Customer Acquisition Costs: High cost per acquisition (CPA) due to competitive bidding on PPC platforms.
Strategy Implemented
1. Campaign Setup
Keyword Research: Conducted extensive campaign strategy research to identify high-intent search terms related to camper trailers and off-road camping.
Ad Copy Creation: Developed compelling ad copy that highlighted the unique selling points of the brand, such as Australian-made quality, lightweight design, fast setup, and off-road durability—perfect for both weekend adventurers and long-distance tourers.
2. Google Merchant Center Integration
Accurate Product Listings: Ensuring that product titles, descriptions, and images were accurate and appealing.
Enhanced Listings: Utilising features like product reviews and ratings to make listings more attractive to potential buyers.
3. Performance-Based Campaigns
Conversion Optimisation: Focused on optimising campaigns for conversions by using automated bidding strategies such as Maximize Conversions and Maximize Conversion Value.
Budget Allocation: Allocated budget dynamically based on the performance of different campaigns, ensuring that the most effective ads received the most investment.
4. Continuous Monitoring and Adjustment
Performance Tracking: Regularly monitored key performance indicators (KPIs) such as click-through rate (CTR), conversion rate, and cost per click (CPC).
Data-Driven Decisions: Used data insights to make informed decisions about bid adjustments, budget reallocations, and ad optimisations.
Feedback Loop: Implemented a feedback loop to continuously refine and improve the campaigns based on performance data and market trends.
Results
Impressions
A total of 100,000 impressions were recorded, indicating robust ad visibility and effective keyword targeting.
Impressions show a steady upward trend month over month, highlighting increased reach and brand exposure.
Clicks
The campaign achieved 4,030 clicks, with a clear increase from March to May.
For example, in April alone, clicks rose to 1,176, showing positive momentum as targeting and ad relevance improved.
