Taking into account the fact that the website promoted products people would actively make an effort to look for, we made use of the Google Ads platform to reach these people at the right moment. We set up different campaigns which were designed to reach people at different points in their purchasing cycle, with different keywords variations and combinations used to help achieve this. These were all linked to different ads to ensure everything was tightly linked together.
Working on a small budget, we managed to send more than 2,500 unique users to the website from this campaign. A final click-through rate of 9.11% overall for the campaign reaffirms that our targeting was accurate, with the correct people being shown ads at the right time. We utilised multiple networks to reach a large audience and identified the Google Search network as the one which sent the most relevant traffic to the website. Roughly one in every six users who were shown an ad on Google ended up clicking through to the website.