by 
Plunes is a health-tech company, essentially helping in digitizing the entire healthcare eco-
system. During my time at Plunes. I had the opportunity to collaborate with some highly skilled individuals in the marketing industry, particularly my reporting manager, Ravi.
The Challenge:
My primary challenge was a low Quality Score for our Google Search Ads, which negatively impacted our ranking on SERPs (Search Engine Results Pages). This led to high CPA (Cost Per Acquisition) and a significant number of unqualified leads, resulting in wasted resources.
(For those who are not aware of Quality Score, Here’s is the Breakdown:)
Quality score is like a rating given by the ad platform (like Google Ads) that says how well your ad matches people’s searches. It ranges from 1 to 10 and comprises three main elements:
- Ad Relevance
- Estimated CTR (Click-Through Rate)
- Landing Page Experience
Approach & Action
1. Keyword Analysis and Mapping:
I began by mapping and analyzing the current positions of all keywords using an Auto Script (a javascript code to automate tasks in your Google Ads account). This allowed us to track the performance of each keyword on daily basis and select and reorder keywords according to the ad group theme.
2. Ad Copies:
With the new ad groups, I created additional ad copies featuring clear CTAs (Call to Actions) to improve the CTR.
3. Landing Page Optimization:
This was the most significant challenge. I had over 80 landing pages targeting different diseases/problems, but an audit revealed multiple issues:
- Excessive use of H2 tags (over 8 per page) with no H3 or other tags.
- Unengaging primary headlines
- Blank Image Alt tags
To address this, I divided all the 70 pages into 5 groups based on themes like ( Nephrologist,Orthopedic, etc) and tested 5 different types of copy for each set to identify the most effective ones. Additionally, we:
– Limited H2 tags to 3 or 4 per page and utilized H3, H4, and other tags appropriately.
– Added unique meta titles, descriptions, and alt text for images on each page.
Result
Within just one month, there was a significant improvement. Our Quality Score went up and increased from an average of 5 to 7, and as the days passed, our ads started ranking at the top of the page & our search impression share is increased up to 70%.
Building on the success of month one, I focused on further refining our strategy:
- A/B Testing Ad Copies: I implemented A/B testing on our ad copy variations, allowing me to identify the versions with the highest click-through rates. This data-driven approach ensured that our most compelling ads were displayed.
- Landing Page User Experience: With the help of Microsoft clarity, I analyzed user behavior on the landing pages through heatmaps and session recordings. This helped me understand user flow and identify areas for improvement, such as optimizing button placement and simplifying contact forms.
- Keyword Research Expansion: With a better understanding of user intent from landing page interactions, I conducted further keyword research to target relevant searches with long-tail keywords. This allowed us to capture more qualified leads.
Apart from refining the strategy, I kept my eye on continued optimization throughout the project the majorly includes:
- Negative Keyword Expansion: I regularly analyzed search queries that triggered our ads to identify irrelevant terms. I then added these as negative keywords, preventing wasted ad spend on unqualified clicks.
- Quality Score Monitoring: I established a system for continuous monitoring of Quality Score across different ad groups and landing pages. This alloId for prompt identification and resolution of any potential issues
- Bid Strategy Optimization: Based on the accumulated data, I refined our bidding strategy to prioritize conversions while maintaining a healthy budget allocation.
Through this five-month journey, I successfully improved Plunes’ Quality Score, leading to a significant decrease in CPA and a substantial increase in qualified leads, ultimately resulting in a higher conversion rate and improved ROI.