Non-Brand Search Case Study

This client is a well-established manufacturer of cleaning supplies, catering to both residential and commercial customers. Despite strong brand recognition, the company sought to expand its customer base by attracting new customers at the top of the sales funnel. To achieve this, they decided to implement non-branded search campaigns through Google Ads. 

The primary goal was to use non-branded search campaigns to reach potential customers who were not specifically searching for the company, but were interested in cleaning supplies and related products. By targeting these users, the company aimed to increase brand awareness and drive new customer acquisitions. 

Keyword Research and Selection

• Extensive keyword research was conducted to identify high-traffic, relevant keywords that potential customers might use when searching for cleaning supplies. These keywords were not specific to the brand but focused on product categories and common cleaning problems (e.g., “best floor cleaner,” “eco-friendly cleaning products,” “how to remove stains”).

• Long-tail keywords were also included to capture more specific search queries, which often indicated higher purchase intent.

Creating Compelling Ad Copy

• Ad copy was crafted to highlight the unique selling points of company's products, such as quality, effectiveness, eco-friendliness, and affordability. The ads aimed to address common pain points and offer solutions, thereby attracting users' attention and encouraging clicks.

• Various ad extensions, including site links, callouts, and structured snippets, were used to provide additional information and increase ad visibility on the search results page.

Landing Page Optimization

• Dedicated landing pages were created for each non-branded keyword group to ensure a seamless user experience. These landing pages provided detailed information about the products, customer testimonials, and clear calls-to-action (CTAs) to guide visitors toward making a purchase or signing up for free samples.

• The landing pages were optimized for mobile devices to accommodate the growing number of users searching on smartphones and tablets.

Audience Targeting and Segmentation

• To refine targeting, the company utilized Google Ads audience insights to identify key demographics and interests of potential customers. This allowed for more precise targeting and better allocation of the advertising budget.

• Remarketing lists were created to retarget visitors who interacted with the non-branded search ads but did not convert, encouraging them to return and complete a purchase.

Performance Monitoring and Optimization

• Continuous monitoring of campaign performance was essential. Key metrics such as click-through rates (CTR), conversion rates, cost per acquisition (CPA), and return on ad spend (ROAS) were closely tracked.

• Based on performance data, ongoing optimization was performed, including adjusting bids, refining keyword lists, testing different ad variations, and enhancing landing page content to improve user engagement and conversion rates.

 Increased Brand Awareness and Traffic

• The non-branded search campaigns significantly increased traffic to the website by 35% from users who were previously unaware of the company. This influx of new visitors expanded the company’s reach and introduced the brand to a broader audience.

• CTRs improved as ads were optimized to better match user intent and search queries.

Higher Conversion Rates and New Customer Acquisitions

• The targeted non-branded keywords successfully attracted 23% more new customers at the top of the funnel, leading to a notable increase in first-time purchases.

• Conversion rates improved as a result of the tailored landing pages and compelling ad copy that effectively addressed customer needs and pain points.

Enhanced ROI and Cost Efficiency

• Despite the broader reach of non-branded campaigns, the company maintained a strong ROAS by continually optimizing ad spend and focusing on high-performing keywords and ads.

• The use of remarketing helped recapture potential customers, further improving the efficiency of the advertising budget.

By leveraging non-branded search campaigns,  the client effectively reached new customers at the top of the sales funnel, increased brand awareness, and drove significant new customer acquisitions. The strategic use of targeted keywords, compelling ad copy, optimized landing pages, and continuous campaign refinement played a crucial role in achieving these results.