Google Ads Search campaign dashboards
Search Campaign: History Training (May–June 2024)
1. Project Overview
- Campaign Duration: May to June 2024
- Objective: Promote the specialized history training product “Historicizando” to a niche audience in Brazil.
- Target Audience: Individuals interested in specialized history training.
- Challenge: Low search volume required a strategic approach to maximize visibility and conversions while managing a low-cost product.
2. Keyword Planning
- Tools Used: SEMrush and Google Keyword Planner
- Process:
- SEMrush:
- Conducted a keyword analysis to identify variations of “historicizando” with low competition and relevant search intent.
- Analyzed competitor keywords to find gaps and opportunities specific to the Brazilian market.
- Created a list of potential long-tail keywords along with their search volumes and difficulty scores.
- Google Keyword Planner:
- Validated the keyword list by checking average monthly searches and competition levels.
- Identified related keywords and local variations to expand the keyword strategy.
- SEMrush:
3. Campaign Structure
- Platform Used: Google Ads
- Campaign Type: Search campaign
- Bid Management:
Set maximum CPA limits to ensure profitability despite the low product price.
Adjusted bids based on performance data, increasing investment in high-performing keywords and reducing spend on lower-performing ones. - Keyword Strategy:
- Primary keyword: “historicizando.”
- Focused on long-tail variations related to the product to target bottom-funnel customers actively seeking specialized training in Brazil.
- Negative Keywords: Implemented a list of negative keywords to prevent wasted spend on irrelevant searches, ensuring budget efficiency.
- Ad Copy Strength:
- Developed multiple ad variations featuring the product name “historicizando,” with clear calls-to-action and highlighting key benefits (e.g., “Enroll in Historicizando Today!”)
- Used multiple combinations to improve ad copy effectiveness.
- Assets/Extensions
- Sitelink: Added links to key sections of the landing page, such as “Enroll Now,” “Course Details,” and “Testimonials,” to provide more user options and increase CTR.
- Callout: Highlighted unique selling points like “Affordable Pricing,” “Specialized History Training,” and “Limited Time Offer” to make the ad more compelling.
- Structured Snippets: Used to showcase specific features of the training program, like “Modules Offered,” “Certification,” and “Experienced Instructors.”
Promotion: Featured a limited-time promotion, such as “15% Off Course Enrollment” or “Exclusive Discount for Early Sign-ups.”
4. Metrics and Performance
- Quality Score: Consistently at 10, indicating high relevance of ads and landing pages to the targeted keywords.
- Click-Through Rate (CTR): High CTR, demonstrating effective ad copy and strong relevance to the search term “historicizando.”
- Cost Per Acquisition (CPA): Initially high but decreased over the campaign’s duration as optimizations were made.
- Conversion Rate: Started low but improved significantly, showcasing the effectiveness of ongoing optimizations.
5. Results
- Performance Metrics:
- CTR: Increased from 18% to 25%.
- Conversion Rate: Increased from 2.8% to 5.4%.
- CPA: Reduced from R$105 to R$46.
