Setup & strategy
We thought carefully about how to approach this task. After a lot of consideration and testing, we found that it worked best to split the campaigns into two types. One bid on exact searches, because it was important for Stenhøj to appear for these very specific queries. The other was a broad campaign bidding on broader searches, since it was hard to know exactly what potential customers would search for when looking for this kind of heavy machinery – especially in B2B, where search behaviour is harder to predict.
We supplemented this setup with display remarketing, showing ads to users who had visited the site without converting. We started in the German and UK markets and later expanded to Sweden.
Ongoing optimisation
We continuously removed irrelevant search terms so the ads only appeared for relevant searches, and found new relevant searches to bid on. In the broad campaign it was especially important to exclude irrelevant searches – essential when working with broad keywords.
We tested different bid strategies to achieve the lowest possible cost per conversion, mainly Maximise conversions and Target CPA, and kept testing ads with different messages to find those with the most conversions and the highest CTR. In the display campaign we focused on excluding irrelevant placements, apps and so on.
“I have had the pleasure of partnering with The Online Gurus for over two years and can only give them my highest recommendation. The Gurus are a very professional team who set the bar high – and deliver! They are exceptional at handling complex, technical matters and manage to think 360 degrees around projects and challenges.” – Mai Skare Jørgensen, Stenhøj
