Employing a strategy developed around a national playground manufacturer’s busy season, Delegator was able to increase conversions and decrease costs.
Commercial Playground Equipment
One of America’s leading playground design and manufacturing companies has been working with Delegator for over 6 years to use search advertising to generate leads among schools, cities, housing developers, and other playground equipment buyers. Together, we’ve accomplished this by promoting funding and grant opportunities, the quality and innovation of our client’s playgrounds, and the value of partnering with a community-driven company.
The continuing and evolving challenge for this playground design and manufacturing company is reaching those customers who are best positioned to take advantage of grant funds in a cost-effective and efficient way. To do this, Delegator and this client worked together to increase the volume of leads during their busiest season each year while lowering the cost-per-lead and increasing quality, taking advantage of and testing new advertising products, solutions, and ad formats.
Large gaps between typical spend and special spending periods with high budgets causes havoc with Google’s bidding algorithm — small increases at a steady pace allow for incremental optimization.
The key to continued success has been a hands-on, test-and-iterate approach. The Delegator team worked with this client to test different messaging and tactics for industry segments, adjusting advertising budgets based on seasonality. We stayed on top of the search data to make sure we’re not wasting any dollars on irrelevant searches, which increased overall performance.
In 2022, Delegator continued adopting best practices in the Google Ads platform by testing new automated features and ad types. Additionally, Delegator has offered this client conversion rate optimization suggestions to help visitors convert once they reach the landing pages. These efforts, amongst many other, smaller changes allowed us to continue decreasing costs while increasing lead volume.
In Fall 2022, during the busiest time of the year for the playground equipment manufacturer, the results were a respectable 43% increase in conversions with a 31% decline in costs, resulting in a more efficient cost per lead year-over-year. Part of this success has been through leveraging historical data to make informed decisions about ad copy, placement, and type to the new campaigns.
The other part of Delegator’s and our client’s success is due to scaling the budget efficiently. While spending more than the previous year, we did not increase the spend so dramatically that Google struggled to scale efficiently. Instead, we actively kept an eye on costs and increased budgets on campaigns that were working, and pulled back on those that were performing below average. Creating a large gap between typical spend and special spending periods with high budgets causes havoc with Google’s bidding algorithm, whereas small increases at a steady pace allow for incremental optimization.
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