Challenges Faced
Cloud10 Car Wash was experiencing suboptimal performance from their paid media campaigns. They faced significant challenges with inaccurate tracking, leading to campaign optimizations that did not align with their business goals. The campaigns were focused on low-value actions, such as phone calls, which diverted the budget and impression share away from high-quality traffic and the right audience. The need was to shift the focus toward users engaging with business map and location extensions, ultimately driving in-person visits.
Solutions We Implemented
Campaign Restructuring
We restructured the PPC campaigns to align with Cloud10’s business objectives, refining the customer journey and resolving issues with the existing conversion setup.
Tracking and Prioritization
Shifted priority from phone calls to actions more indicative of business success, such as map interactions, website and in-store visits.
Landing Page Optimization
Identified and implemented updates to the website and landing pages to enhance user experience, facilitating visits and encouraging walk-ins.
Cost Management
Successfully reduced the CPC from $3.50 to $0.70 by targeting more relevant keywords and optimizing campaign settings.
Results
CTR Improvement
From 12% to an average of 20%
CPC Reduction
From $3.50 to $0.70
Impression Share Increase
From 25% to 37%
Conversion Rate Improvement
From 4.70% to 30%+
Budget Efficiency
Expanded from 2 to 4 locations with only a 23% budget increase, resulting in a 4x increase in impression share
Next Steps
Expansion
Building on the success of the initial campaigns, we plan to continue expanding the campaigns to additional locations while maintaining cost efficiency.s.
Ongoing Optimization
Regularly refine keywords and ads to sustain improved CTR, conversion rates, and overall campaign performance.
Conversion Tracking Enhancement
Conversion Tracking Enhancement: Further optimize conversion tracking to ensure continued alignment with Cloud10’s evolving business goals.