Flying dress photoshoots | PPC Management / US
This case study details the Google Ads campaigns for Santorini Dress, a company offering «Flying Dress» photoshoots. The campaigns targeted a global audience, with a focus on locations like Santorini, Dubai, Italy, and Mexico, aiming to generate leads for their photography services.
Objectives
The primary goals for the advertising campaigns were:
- Lead Generation: Increase the number of incoming leads through online forms, calls, and messages.
- CPL Optimization: Achieve and maintain a target Cost Per Lead (CPL) to ensure campaign profitability.
- Geographic Expansion & Testing: Promote services in key tourist destinations like Dubai, Mexico, and Italy, in addition to the main Santorini location.
- Hypothesis Testing: Continuously test different campaign settings, including bidding strategies, ad copy, targeting, and creatives to improve performance.
What We Did
To achieve the set objectives, the following actions were implemented:
-
- Campaign Structure: Launched and managed various Google Ads campaign types, including Search, Display (GDN), Google Maps, Video, and Retargeting campaigns.
- Keyword Management: Conducted comprehensive keyword research, parsing over 17,000 queries and selecting 109 core phrases for the campaigns. Regularly updated negative keyword lists to refine traffic quality.
- Audience Segmentation & Targeting: Segmented campaigns by geography (Santorini, Italy, Dubai, Mexico). Adjusted bids based on demographics (gender, age) and device type. Used interest-based and custom audiences for Display campaigns.
- Ad & Bid Optimization: Performed regular A/B testing on ad copy, headlines, descriptions, and visuals. Tested various bidding strategies, including Manual CPC, Maximize Conversions, and Target CPA, to optimize for leads.
- Ad Assets Enhancement: Updated and expanded ad assets, including sitelinks, structured snippets, callouts, logos, and images to improve ad quality and visibility.
In view of all the points mentioned above, ads in advertising campaigns have the following appearance.
Search:
GDN:
Remarketing:
Results
The following results represent the aggregated data from multiple reporting periods between 2022-08-22 and 2024-08-31.
- Leads (Conversions): 10,642
- Total Budget: $37,921 USD
- Average CPL: $3.56 USD
- Average CTR: 10.38%
- Average Conversion Rate (CR): 3.87%
Platforms
- Google Ads
Key Insights
- Search Campaigns for Santorini were the most consistent performers. Campaigns specifically targeting «Santorini» consistently generated a high volume of leads at an efficient CPL across multiple periods. This highlights the strong brand association and demand for this specific location.
- Display (GDN) and Retargeting campaigns drove a high volume of low-cost conversions. While Search campaigns captured high-intent users, Display and Retargeting campaigns were highly effective in generating a large number of leads at a very low CPL, proving crucial for overall lead volume.
- Continuous A/B testing and optimization were critical for performance improvement. Regular testing of bidding strategies (e.g., switching to Maximize Conversions), ad creatives, and audience targeting led to significant increases in lead volume and reductions in CPL over time.
