Google Advertising Cost Saving Discovery - Brazil

Result

100% savings and alleviated a misguided business strategy.

Assignment

SCL Digital Marketing LLC was assigned to monitor a 3rd party agency who was hired to improve a company’s Google Advertising program. The agency was permitted access into the Google Adwords account and provided updates highlighting the new impressions, click-rates, and conversions its ‘tuning’ had created, worldwide. At a quarter review, they presented to the company’s executive team a discovery that they had identified an audience in Brazil who were showing spectacular click-thru rates and low bounce rates.

Based on this discovery, investment for more advertising spend and sales channel in Brazil was considered.

Hypothesis

Brazil had not been a target audience or investment for the specific product for a number of reasons. The agency’s discovery may be revealing an opportunity, but could also raise question marks of why their advertising budget is producing as many clicks as it is and, correlated, consuming a considerable percentage of the daily, worldwide spend.

Conclusion

SCL Digital Marketing LLC conducted an investigation of the quality of the website visitors from Google Ad clicks in Brazil using sales team feedback and web analytics.

The ‘broad’ keyword which was getting so many clicks in Brazil translated in Spanish, and Portuguese, to “Value”. The website visitors were being misled, and were not a quality or desired target audience. The bounce rates did not reveal any analomalies, but conversion into new business opportunities were zero to none. Marketing funds were being spent, but not producing business opportunities.

SCL Digital Marketing LLC tested removing Brazil from the company’s Google Advertising program. As a result, the advertising spend was allocated into the countries which resulted in more business opportunities. Also, several other ‘broad’ keywords were analyzed and removed to improve the quality of inbound leads generated by the Google Advertising program.