Increase conversions by 109% in B2B project with Performance Max
A foreign company that started its operations in 2008 with the aim of creating the best office solutions, interior design and creating a human-centric work environment.
Saudi Arabia
April 2023 - July 2023
- Increase traffic to the website
- Increase the number of calls
- Increase the number of applications on the website
- Conversion growth: 109%
- Growth of new website users: 37%
- Decrease in CPC: 44%
The project promotion region is Saudi Arabia. The main languages in this region are Arabic and English. Therefore, all advertising campaigns were prepared in two languages and users were directed to the appropriate language version of the site.
In 2022, Google finally switched from Shopping campaigns to Performance Max campaigns. We actively used this type of campaigns for ecommerce projects and they really showed good results. As for service sites, the situation was not so good, very often PMax campaigns did not show good results in B2B niches and for service sites.
The main stages:
1. We set up all possible goals on the website and assigned them a value. We tracked calls, form submissions, conversions to the campaign's social media profile, and requests to the campaign's messengers. Based on the importance of the goal for the project, we assigned the appropriate value to the goals. For Google Ads, it is important that Performance Max receives as much statistical data as possible for the best optimisation.
2. we used audience signals. These include interests, behavioural data, remarketing lists, and other data about our audience.
3. To launch PMax, it is better to have a previous successful advertising history in your account. We had search campaigns in our account that were performing well, and our plan was to use PMax campaigns to improve our overall advertising results.
4. The importance of content in the ad. PMax ads have the ability to add text titles and descriptions, images of various formats, and videos. It is necessary to use this opportunity to the maximum.
5. Using the assigned conversion value and the “Maximum conversion value” bidding strategy, we optimized for the most important goals for the project - calls and sending feedback forms.
Advantages:
- Works on all Google sites at once - Search, Gmail, Google Recommendations, Contextual Media Network, YouTube and Maps . You set up just one ad campaign.
- Google's artificial intelligence technologies will assign bids, optimise budgets and improve audience performance, creatives, attribution and other aspects of Google Ads.
- Good for search advertising.
- Covers all stages of the sales funnel when working with audiences. Works as remarketing.
- Aimed at generating leads and conversions, not just brand awareness.
Disadvantages:
- It is difficult to understand the effectiveness of each channel within a PMax campaign because Google does not provide these statistics. Perhaps in the future the ability to track statistics will be expanded. As of today, there are Google Ads scripts that give you the ability to look at search queries for the search network.
- To run PMax you need to have a previous successful advertising history in a Google Ads account.
PMax campaigns require a large budget as it engages all Google sites. The recommended daily budget should be at least 5 conversions worth. If you have a conversion costing $10, it is recommended to set a budget from $50 per day.
- Requires creating a lot of static and video content (banner and videos)
Within a month after the launch of PMax campaigns we managed to achieve the following indicators:
- Increase in the number of conversions on the site by 419%
- Increase in the number of new users on the site by 305%
- Decrease in cost per click by 77%
- At the same time, the budget was increased by only 18%
We compared July 2023 and April 2023 (the first month of using PMax campaigns). Now we continue to work on account optimisation, and at the time of writing, we have the following indicators:
- A 109% increase in conversions on the site
- Increase in new website users by 37%
- Decrease in cost per click by 44%
- At the same time, the budget was increased by only 4%
Our experience shows that Performance Max campaigns are worth using not only for ecommerce projects. We use PMax for B2B projects, real estate niches, and service websites.
The implementation of Performance Max campaigns for a B2B project by Offispace from Saudi Arabia proved to be very effective. This advertising strategy has led to an impressive increase in performance, which confirms its effectiveness in achieving the client's goals.
The difficulties associated with adapting Performance Max campaigns to the B2B services sector were successfully overcome. The approach based on optimising goals, implementing audience signals and carefully crafting ad content has helped us to maximise the potential of this format.
Save the brief and our manager will contact you
- Increasing brand awareness
-
Standard works:
- Analysis of the niche, competitors and target audience;
- Development of an effective advertising strategy;
- Remarketing;
- Video advertising on YouTube;
- Development of creatives from 2 sets of 10 sizes;
- Monthly dynamic report in Data Studio on KPI.
As a bonus you will receive:
- Setup and installation of Google Tag Manager, Enhanced E-commerce Google Analytics and a feed for launching Google product campaigns;
- 10,000 hryvnias per Google Ads account (only for new accounts);
- Increasing the conversion of landing pages of the site;
- A separate team for your project;
- Quick launch of advertising within 3 working days.
*The price is indicated for the work of the agency, without taking into account the advertising budget. Web analytics systems are set up in the first month of project work.
- Service sites, B2B, corporate sites
-
Standard works:
- Analysis of the niche, competitors and target audience;
- Development of an effective advertising strategy;
- Search advertising campaign;
- Contextual media advertising;
- Remarketing;
- Development of creatives from 2 sets of 10 sizes;
- Monthly dynamic report in Data Studio on KPI.
As a bonus you will receive:
- Setup and installation of Google Tag Manager and Google Analytics analytics systems;
- Early access to testing beta functions of advertising systems;
- Increasing the conversion of landing pages of the site;
- A separate team for your project;
- Quick launch of advertising within 3 working days.
*The price is indicated for the work of the agency, without taking into account the advertising budget. Web analytics systems are set up in the first month of project work.
info@imaris.ua
+38 (097) 478 27 77 
