Time_series case study google ads and massage school
|

Case Study Google Ads For Massage Schools: Enhancing Google Ads Performance with AI-Powered Data Analysis & Human Implementation

ByPip Seymour
Using Google Ads for Massage Schools - Case Study - with Ai on phone with hand

Table of contents:

Using AI to Help Interpret Data & Boost Google Ads Performance For Massage Schools

AI refers to the simulation of human intelligence in machines programmed to think and learn like humans. In digital marketing, AI is used to analyze vast amounts of data, predict consumer behavior, and automate processes, resulting in more effective marketing strategies and improved customer experiences. But this only works if there is a human hand helping and interpreting the data.

We’ve been playing with ai and chat GPT, hell we even mad our own. We wanted to figure out how to integrating artificial intelligence into our Google Ads strategy while making sure the AI doesn’t have a negative effect and it has revolutionized our digital marketing efforts.

Not because we copied and pasted some text into some Chat GPT but we worked with it, we call her the KnowHow Marketing Lab Assistant. We fed it data in different segments of time and asked it to analyze the info. Knowing the the real challenges of the account and because we’ve built a ChatGPT specifically for Analysis we were able to use the AI to help use implement a strategy based on what we found.

Below we discuss the challenges we faced, the AI-driven analysis approach we adopted, and the impressive results we achieved that we might not have been able to talk about in such depth

Key Highlights:

Using Google Ads for Massage Schools - Case Study - snap shot of conversions, phone calls, ctr, cost
  • High Click-Through Rates (CTR): Discover how certain campaigns achieved exceptional CTRs, significantly above the average
  • Cost Efficiency: Learn about our strategies for reducing the cost per conversion, ensuring that our advertising budget is used efficiently to drive desired actions.
  • Significant Conversions: See how we managed to generate substantial conversions even with low impressions and clicks, thanks to our target optimizatoins

Insights

To illustrate our journey and results, we include a few key visuals from the Looker Studio:

Using Google Ads for Massage Schools - Case Study - Graph of conversions, phone calls

By integrating AI into our Google Ads data analysis, we have not only optimized our ad performance but also paved the way for great new testing and optimization abilities.

Read on the full post to get a detailed account of our approach and the impact we achieved. Or scroll up and hit our jump links to jump to different sections.

Based on the analysis using of the Google Ads account data, using ai, here are the top three wins:

Using Google Ads for Massage Schools - Case Study how to get ctr

1. High Click-Through Rates (CTR)

CTR scorecard- Using Google Ads for Massage Schools - Case Study -
  • The data shows that some campaigns have achieved a very high CTR, indicating that the ads are highly relevant and engaging to the audience. Specifically, campaigns with CTRs significantly above the average (e.g., above 30%) demonstrate excellent targeting and ad copy effectiveness.

2. Effective Cost per Conversion

  • There are campaigns with a notably low cost per conversion, suggesting efficient use of the advertising budget to drive desired actions. Keeping the cost per conversion low while achieving the necessary conversions is a key win for maintaining high ROI on ad spend.
score card

3. Significant Conversion Achievements

  • Some campaigns have managed to generate multiple conversions despite having relatively low impressions and clicks. This indicates high-quality traffic and effective conversion strategies.
Conversion score card - Using Google Ads for Massage Schools - Case Study -

What we Plan To Do Next

  1. Optimize Underperforming Campaigns: Of course we’re going to optimize low performing campaigns. This might involve adjusting targeting, ad copy, or bidding strategies.
  2. Scale Successful Campaigns: Campaigns that are performing well in terms of CTR and cost per conversion should be scaled to reach a larger audience, maximizing their impact.
  3. Quality Score Review: To maintain and improve ad performance, continuous A/B testing of ad copies, landing pages, and targeting strategies is recommended.
  4. More: There’s More but we can’t share yet.

Leveraging these insights will help us refine our strategies, optimize budget allocation, and enhance overall ad performance. ​​

Study Notes for Google Ads for Massage Schools

In an effort to optimize our digital advertising efforts, and work faster, and harder for the client we decided to integrated artificial intelligence into our data analysis process for our Google Ads campaigns to not only create a case study but also to help us determine what we wanted to do next.

Not only This case study outlines the process, insights, and results of our work from getting ai to integration and interpret the data to help us highlighting the key wins and strategic improvements made over time.

Challenges We Faced

  • sometimes feeding the AI information it can get really confused so specifics matter.
  • Different amount of data and a strong of conversation took place
  • We broke it a few times and had to start again

Challenges and Tips

  • The massage niche is in the health industry and a school it fits into the category of YMYL (Your Money Your life) and can face policy restrictions on Google Ads, and Facebook so ad copy and landing pages need to be carefully reviewed to comply with policies and avoid getting ads disapproved.
  • Work closely with Google Ads support and utilize the appeals process. Secret – reply back to the email you get and you get bumped up (Shhhhh).
  • Highlight the professionalism, accreditations, and legitimate therapeutic benefits of your massage programs in your ads and website to position yourself as a credible education provider. 

The key is to create a seamless, relevant experience from the ad copy to the landing page, showcase your school’s credibility, target the right local audience, and optimize based on conversion data. With careful strategy, Google Ads can be an effective marketing channel for massage schools.

Objectives That We Met for the Massage school

  • Lower Costs. Conversions went from $90.00 to $20.00 within 3 months
  • Improve click-through rates (CTR) across campaigns.
  • Increase Conversions
  • Reduce cost per conversion (CPC) while maintaining or increasing conversion rates.
  • Optimize overall ad performance by identifying high-performing campaigns to help scaling their success.

Approach

  1. Data Collection and Integration:
    • We gathered data from our Google Ads account, spanning key metrics such as impressions, clicks, CTR, conversions, and cost per conversion for the entirety of the account, the last 6 months, the last 3 months, over month, and year over year.
    • Using AI tools, we conducted a comprehensive analysis to uncover trends and insights that were not immediately obvious from a manual review.
  2. AI-Powered Analysis:
    • Pattern Recognition: We asked the AI algorithms identify patterns in ad performance, helping us understand which factors contributed to higher engagement and conversions.
    • Performance Segmentation: We segmented campaigns based on performance metrics, isolating top performers and underperformers for targeted action.
    • Predictive Analytics: AI models provided predictions on future ad performance, allowing us to proactively adjust strategies for better outcomes.

Key Wins

Just to dig a bit deeper

  1. High Click-Through Rates (CTR):
    • Certain campaigns achieved exceptional CTRs, significantly above the average. For example, campaigns with CTRs exceeding 30% were identified as standout performers. This indicated highly relevant and engaging ad content, resonating well with the target audience.
  2. Effective Cost per Conversion:
    • We identified campaigns with notably low costs per conversion. By maintaining efficient budget usage, these campaigns delivered high ROI. This efficiency was critical in optimizing our overall ad spend.
  3. Significant Conversion Achievements:
    • Despite having relatively low impressions and clicks, some campaigns managed to drive multiple conversions. This highlighted the quality of traffic being directed to our landing pages and the effectiveness of our conversion strategies.

Additional Results

  • Increased Engagement: Overall CTR across campaigns improved, reflecting better audience engagement and ad relevance. We found their target audience.
  • Cost Efficiency: Average cost per conversion decreased, highlighting more efficient use of our advertising budget.
  • Enhanced Conversions: The total number of conversions increased, driven by targeted optimizations and scaling successful campaigns.

Conclusion

By Integrating AI into our data analysis for Google Ads we were able to significantly enhanced our ability to optimize ad performance.

By leveraging AI-driven insights, and human analysis we achieved higher engagement, cost efficiency, and conversions. This case study underscores the value of AI in refining digital marketing strategies and driving successful outcomes when combining it with human knowhow.

Future Plans

  • Advanced Ai Integration: Further integrate advanced AI tools for deeper insights and more precise predictive analytics to help us try and enhance our strategies.
  • Cross-Channel Optimization: Extend AI-driven analysis to other advertising channels to create a cohesive and optimized multi-channel strategy.
  • Enhanced Personalization with Human Review: Utilize AI to deliver even more personalized ad experiences, but taylor each item to individual user behaviors and preferences.

By continuing to innovate and leverage AI, we are poised to maintain our competitive edge and drive ongoing success in our digital marketing efforts.

Want to know more? or have a question? Reach out