By Maria Ciocirlan

From the very beginning, FaberService Firenze requested a small brochure website with an incorporated blog and a small Google AdWords campaign.
The client is a newcomer when it comes to building an online presence, and as a consequence was pretty skeptical at first.

His requests were specific and very restrictive:

  • minimal monthly budget.
  • target area: the province of Florence.


[image src=”/wp-content/uploads/2014/04/Page_Rank.png”]

PageRank-by FML is licensed under CC BY 2.0


With our client’s blessing, we approached the campaign in a slightly different manner in order to make a comparison between a very general campaign and a targeted one.

Step 1. Build an extensive list of keywords. focuses on various types of weighing scales and machineries used in the restaurant industry and groceries. We enhanced our first set of keywords using Google’s Keyword Tool.

Step 2. Creating a campaign and creating an ad.

The campaign targeted exclusively the website’s home page. Our entire list of keywords linked was linked to a single ad.

Step 3. Refining the keyword list.

After a couple of days of study and observation, we decided to refin e the keyword list taking into account the keyword score, started introducing negative keywords and limited the broadness of certain phrases that were generating useless clicks.
As a result, the Cost per Click and bounce rate improved.
Soon enough, our client called to tell us that he has received many requests for more information and has had a few sales, so he decided to double the monthly budget.

Step 4. Creating ads for specific pages.

We decided to take the campaign a step further and create specific ads for each of the website pages.
Once more, the keyword list was refined and specific keywords were directed towards specific pages.
We let the targeted campaign run in parallel with the general one. One week later, we were able to see the differences: improved bounce rate, longer sessions, high quality score, better Ad position and a smaller Cost per Click.

Our conclusion.

Google wants you to be specific and will choose high-quality content over better paying ads. Using their best practices is a must do in order to develop a successful campaign – may it by micro or otherwise-.

About mariaciocirlan
Social media enthusiast, SEO padawan, translation supervisor and part-time geek. Above all, proud founder of OracolTech. You can find Maria on Google+, Twitter and Facebook.

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Case study: Google AdWords