Results

The cost per conversion for Morse’s Ads program was reduced from $250 each to $21,  a 91.6% decrease. Within the same budget, the hard conversions increased by 1,200% within one year, further increasing the value of the conversions Morse is now receiving.

Our Work

Site-Seeker started by examining the entire Google Ads program from a top level to ensure that all the necessary puzzle pieces were in place: the keywords were appropriate, the ads were built thoroughly and correctly, and the ad groups and ads were relevant within the allotted campaigns. Once the foundation was updated, then, the focus turned to the conversions specifically. It was discovered that smart goals were active, and since the program was set to “maximizing conversions,” it was using these smart goals to optimize the campaign. As smart goals are generally engagement style, analytics-based conversions (i.e., time on page), they weren’t helping drive quote requests and phone calls. Because of this, we put the smart goals into observation mode to still track the information they provided, but not to optimize the campaigns around them, allowing Google to optimize the campaigns on hard conversions – form submissions, phone calls, and emails.

Background

Morse Manufacturing has been a leading drum-handling equipment manufacturer for over a century, selling Worldwide through its extensive Dealer Network. All of their products are proudly manufactured in the United States.

Challenge

Morse’s Google Ads program was averaging over $150 per hard conversion (form fills, emails, phone calls), at one point spiking to $250. As a result, the high cost per conversion didn’t allow for many conversions within the original budget.

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