With a service that has longer closing cycles, and few clear keyword sets that will ensure relevant traffic, we struggled to find simple ways to grow conversions for Delaget. They had strong sales and a great support staff, but the advertising being done was not reaching their target customer.
This project was highly collaborative, and by working with their in-house staff that had been managing AdWords, we realized pretty early on in the engagement that we needed to test other channels and revise the current AdWords structure.
Some of the main selling points for Delaget’s services (saving restaurants money, identifying points of loss and increasing efficiency) really needed to be brought to the front of their advertising; however it’s hard to emphasize this completely within a text ad. Because of this challenge, we started to grow their reach and conduct tests for effectiveness.