3D visualization & rendering | PPC Lead Generation / US
Empire Render specializes in 3D furniture and architectural rendering services, including 3D silo images, lifestyle visuals, 360 viewers, product animations, and print design. Advertising campaigns targeted clients in the UK, USA, Canada, Hong Kong, and Australia primarily through Google Ads.
Objectives
The primary objectives were to generate leads at an efficient cost, drive conversions, and optimize campaign performance through continuous A/B testing of various strategies and creative assets. Key performance indicators included the number of leads, Cost Per Lead (CPL), and conversion rates.
What Was Done
Advertising efforts focused on Google Ads, utilizing Search, Display (GDN), and Retargeting campaigns. Initial setup involved comprehensive keyword research, selection of 240 keywords, and extensive negative keyword lists to refine traffic quality. Geographic targeting was implemented for the UK, USA, Canada, Hong Kong, and Australia, with later segmentation into geo-specific campaigns for these regions.
As a result, we got a list of 5315 keywords by a targeting areas of advertising campaign:
That’s why the launching of advertising campaigns accomplished on 240 keywords. They are:
Ongoing optimizations included:
- Regular addition of negative keywords to Search campaigns.
- Exclusion of inefficient placements in GDN campaigns, specifically various mobile apps and websites.
- Implementation of a +10% bid adjustment for the 25-34 age demographic.
- Exclusion of additional countries from targeting, including India, Saudi Arabia, Argentina, Cyprus, Bahamas, Egypt, Mexico, Nigeria, Peru, Venezuela, Pakistan, Dominican Republic, Vietnam, Philippines, Algeria, and Russia.
- Setting «Leads» as the primary goal in Google Ads to encourage customer action.
- Enhancing ad quality in Search campaigns by adding more headlines (4-8) and unfixing existing ones (1-3), along with descriptions (1-2).
- Adding detailed sitelink descriptions for various rendering services.
- A/B testing new bidding strategies, such as «Maximize conversions,» for specific campaigns.
- Adjusting keyword match types to «Broad match» and «Phrase match» for improved targeting.
- Continuously updating GDN campaigns with new images and videos.
- Budget adjustments were made to specific campaigns based on performance.
- The Google Ads automatic recommendations feature was disabled.
- The Retargeting campaign (WWA-Empire-Retarget) was eventually disabled due to a complete lack of conversions.
Search:
GDN:
Remarketing:
Results
Period: 2022-12-20 – 2023-01-21
- Leads: 220 (includes «Thank you» page visits, «Contact» page visits, Facebook clicks, and form submissions)
- Average CPL: £6.35 ($7.94)
- Average CTR: 3.09%
- Average CR: 4.57%
- Total Budget: £1,397 ($1,746.25)
Period: 2023-01-30 – 2023-02-27
- Leads: 167 (includes «Thank you» page visits, «Contact» page visits, YouTube icon clicks, Facebook icon clicks, Instagram icon clicks, newsletter subscriptions, and email clicks)
- Average CPL: £9.12 ($11.40)
- Average CTR: 6.42%
- Average CR: 8.16%
- Total Budget: £1,524 ($1,905.00)
Period: 2023-02-28 – 2023-03-14
- Leads: 116 (includes «Thank you» page visits, «Contact» page visits, and newsletter subscriptions)
- Average CPL: £6.70 ($8.38)
- Average CTR: 6.34%
- Average CR: 7.49%
- Total Budget: £777 ($971.25)
Forecast Metrics (as provided in initial planning):
- Advertising budget per month: $4,200.00
- Number of leads per month: 129.90
- Cost per Lead: $32.33
- Conversion rate from visitor to lead: 3.00%
Platforms
The campaigns were executed on Google Ads, encompassing Search, Display (GDN), and Retargeting campaign types.
Key Insights
- Paid Search campaigns demonstrated higher effectiveness compared to GDN campaigns, particularly for main brand and product rendering terms, consistently yielding better conversion rates and lower CPL. For example, in the 01.30.2023 — 02.27.2023 period, «WWA-Product-Rendering-Paid-Search» had a 19.83% conversion rate and £7.91 CPL, while «WWA-Empirerender-Product-GDN» had a 4.74% conversion rate and £6.30 CPL. The «WWA-Empire-Retarget» campaign was disabled due to a complete lack of conversions.
- Continuous optimization through negative keyword refinement, placement exclusions, and ad quality enhancements led to improved campaign efficiency. A/B testing confirmed that updated versions of the WWA-Product-Rendering-Paid-Search and WWA-Empirerender-Main-Paid-Search campaigns significantly increased conversions and CTR while reducing CPC and bounce rates.
Geographic segmentation into dedicated campaigns for the USA, Canada, UK, and Hong Kong (effective from 02.28.2023) allowed for more targeted budget allocation and performance monitoring, contributing to specific regional CPLs.
