The Challenge
The client is a battery replacement service in Thailand. It supplies a range of batteries for motorcycles, private cars and trucks, and delivers them to its customers.
Before it worked with Primal, the business ran its own search engine marketing (SEM) campaigns, and they did not reach the right audience accurately. The ads brought a high number of visitors to the website, but the number who became customers did not rise in proportion. The ads were not efficient, and many interested visitors left without becoming customers.
Our Approach
Primal proposed a new structure for the existing campaigns. The approach had 2 parts, restructuring the campaigns and running A/B tests, which show 2 versions of an ad at the same time and compare the results, on different ad formats.
The tests set Responsive Search Ads against Call Ads, to find which format brought more engagement and more conversions. The aim was more efficient ads and more direct responses from potential customers, through simpler ad formats.
Outcomes Achieved
Primal put the new campaign structure in place and started the A/B tests of the ad formats. The Call Ads had the clearest effect. Each one carries a call button, so people could phone the service directly from the ad, which shortened the time between interest and action.
The conversion rate rose 77% and conversions rose 79%. The cost per lead, the cost per acquisition (CPA) for each lead enquiry, fell 39% month on month.
- 79%Increase in Conversions
- 77%Increase in Conversion Rate
- 39%Lower Cost Per Acquisition (CPA)
Key Insights
- Primal changed the campaign structure and tested 2 ad formats against each other at the same time.
- A call button in the ad let people phone the service directly, which shortened the time between interest and action.
- Conversions rose 79% and the conversion rate rose 77%, while the cost per lead fell 39% month on month.
