Google Ads Strategy & Results:
Heritage Financial Credit Union (HFCU)
Offers a wide range of services to cater to various financial needs. Their offerings include Lending Solutions such as home loans, auto loans, and personal loans. In addition, HFCU provides comprehensive Business Lending and Business Banking services, along with Visa Credit Card services for both personal and business use.
Approach
In March 2022, we took over the management of the Google Ads account and began by conducting a detailed audit of the existing campaigns. The audit revealed several areas for improvement that formed the foundation of our strategy. Our key recommendations focused on the following:
- Refining Keyword Targeting: We identified high-converting keywords and eliminated underperforming ones to ensure a more precise targeting approach.
- Revising Ad Copy: We revamped the ad copy to improve relevance and appeal, ensuring that it aligned with the users' search intent and business goals.
- Optimizing Bidding Strategies: We adjusted bidding strategies to better allocate the ad budget toward the most profitable keywords and opportunities.
Improving Landing Page Relevance: We ensured that ads led to highly relevant landing pages that directly matched the user's search intent, improving the overall conversion rate.
Execution
After establishing the strategy, we moved forward with implementing the improvements across various aspects of the account:
- Refined Keyword Targeting: We focused on high-converting keywords and created tightly themed ad groups. This helped increase the quality score of our ads and improve their performance.
- Optimized Ad Copy: The ad copy was rewritten to better align with the refined keywords and to address the needs of our target audience. We emphasized value propositions, clear calls-to-action, and dynamic keyword insertion to improve CTR.
- Bidding Strategy Optimization: We adjusted the bidding strategy to a more performance-driven model, using a combination of Target CPA (Cost per Acquisition) and ROAS (Return on Ad Spend) strategies to maximize efficiency.
- Landing Page Improvements: The landing pages were tailored for relevance, ensuring they matched the ad's messaging and provided a seamless user experience.
- Conversion Tracking Setup: A crucial aspect of our execution was setting up comprehensive conversion tracking. We implemented tracking for various forms, such as:
- Mortgage Form
- Personal Loan Form
- And other key lead generation forms
This setup allowed us to measure the success of each campaign more accurately and optimize for specific conversion actions. We tracked these different form submissions to help us identify the highest-performing channels and keywords, leading to better campaign decisions
