JOP PALMS
www.joppalms.com
Objectives
Align with Evaluate Campaign Recommend
01 02 03
Client Goals Performance Continuation
How the campaign’s
outcomes align with JOP A detailed analysis of the Google Persuade JOP International Ltd. to
International Ltd.'s goal of AdWords search campaign for JOP continue the partnership by
generating leads within a International Ltd. by reviewing key showcasing data-backed results,
cost of 1600 rupees per lead performance metrics such as emphasizing the campaign’s
and achieving a 55-65% impressions, clicks, CTR, CPC, and potential, and suggesting
Market Qualified Leads rate. conversion rate. strategies for future
improvement.
CAMPAIGN OVERVIEW
1. REDUCING CPC (COST PER CLICK)
FOCUS ON HIGH-QUALITY KEYWORDS: PRIORITIZE KEYWORDS WITH A HIGH QUALITY
SCORE, AS GOOGLE REWARDS RELEVANT KEYWORDS WITH A LOWER CPC.
OPTIMIZE AD RELEVANCE: IMPROVE AD RELEVANCE AND LANDING PAGE EXPERIENCE
TO BOOST QUALITY SCORE, WHICH CAN HELP REDUCE CPC.
USE BID ADJUSTMENTS: ADJUST BIDS BASED ON DEVICE, TIME, OR DEMOGRAPHICS TO
CONCENTRATE BUDGET ON THE BEST-PERFORMING SEGMENTS, POTENTIALLY
LOWERING AVERAGE CPC.
EXPERIMENT WITH NEGATIVE KEYWORDS: ADD NEGATIVE KEYWORDS TO FILTER OUT
IRRELEVANT TRAFFIC, ENSURING BUDGET IS DIRECTED TOWARD VALUABLE CLICKS AND
REDUCING UNNECESSARY COSTS.
CAMPAIGN OVERVIEW
2. LOCATION TARGETING
OPTIMIZE AD REACH BY LOCATION: TARGET HIGH-PERFORMING REGIONS WHERE LEADS
ARE MORE LIKELY TO CONVERT, ENSURING THE CAMPAIGN REACHES THE MOST
VALUABLE AUDIENCES.
LOCATION-SPECIFIC MESSAGING: USE CUSTOMIZED AD COPY THAT RESONATES WITH
SPECIFIC LOCATIONS TO BOOST ENGAGEMENT AND RELEVANCE.
ANALYZE REGIONAL DATA: REVIEW PAST PERFORMANCE DATA BY LOCATION TO REFINE
TARGETING, FOCUSING ON AREAS WITH THE HIGHEST POTENTIAL FOR CONVERSIONS AT
THE DESIRED LEAD COST.
ADJUST BIDS FOR DIFFERENT REGIONS: ALLOCATE MORE BUDGET TO HIGH-
PERFORMING LOCATIONS WHILE REDUCING SPEND IN AREAS WITH LOWER
CONVERSION RATES TO ENHANCE ROI.
CAMPAIGN OVERVIEW
3. SEARCH TERM OPTIMIZATION
IDENTIFY HIGH-INTENT SEARCH TERMS: ANALYZE THE SEARCH TERMS REPORT TO
PINPOINT KEYWORDS THAT DRIVE THE MOST CONVERSIONS AND ADJUST BIDS
ACCORDINGLY.
ADD NEGATIVE KEYWORDS: REDUCE WASTED SPEND BY IDENTIFYING IRRELEVANT
SEARCH TERMS AND ADDING THEM AS NEGATIVE KEYWORDS TO PREVENT NON-
CONVERTING CLICKS.
EXPAND KEYWORD LIST: USE SEARCH TERM DATA TO UNCOVER NEW HIGH-INTENT
KEYWORDS, BROADENING THE CAMPAIGN’S REACH AND ENHANCING RELEVANCE.
REFINE MATCH TYPES: TEST DIFFERENT MATCH TYPES (EXACT, PHRASE, BROAD) FOR
YOUR KEYWORDS BASED ON SEARCH TERM DATA TO ACHIEVE AN OPTIMAL BALANCE
BETWEEN REACH AND RELEVANCE.
CAMPAIGN OVERVIEW
4. CLIENT EXPECTATIONS
COST PER LEAD: TARGET A LEAD ACQUISITION COST OF 1600 RUPEES PER LEAD,
OPTIMIZING BUDGET ALLOCATION TO MEET THIS BENCHMARK WHILE MAINTAINING
QUALITY.
MARKET QUALIFIED LEADS (MQLS): ENSURE THAT 55-65% OF LEADS QUALIFY AS MQLS,
FOCUSING ON TARGETING STRATEGIES THAT ATTRACT HIGH-INTENT USERS.
CAMPAIGN CONSISTENCY: DEMONSTRATE CONSISTENT IMPROVEMENTS AND
ADJUSTMENTS IN THE CAMPAIGN TO SHOW EFFECTIVE USE OF BUDGET AND
RESOURCES.
DATA-DRIVEN RECOMMENDATIONS: PROVIDE CLEAR, ACTIONABLE INSIGHTS BASED ON
CAMPAIGN DATA TO CONVINCE THE CLIENT OF THE CAMPAIGN'S VALUE AND FUTURE
POTENTIAL.
Basic Metrics:
Broad Overview
Industry Standards
AVG. CPC: RS. 60
AVG. CTR: 6%
CONV. RATE: 2%
REDUCING AVG. CPC
Long Tail Keywords Usage
Addition of Negative Keywords:
AD Scheduling
Fulfilling
Expectations:
MQL :- 60%
1. Improving landing page experience, by doing a bit of
customization.
2. Investing in good quality keywords, more relevant.
3. Using extensions
Reducing Cost Per
Conversion
1. Optimize ad scheduling
2. Redefining ad copies
3. Landing page experience
THANK YOU
