The marketing team of a Mexican steel products manufacturer and our agency designed and launched a Google Ads search experiment during the months of July and November 2021. The objective of the experiment was to have one campaign for each specific product in each specific country in order to get qualified leads for several industrial steel products in Mexico, Colombia, Brazil, Argentina and USA. We launched a total of 19 campaigns. These are the campaign metrics for the campaigns that have obtained clicks to the date we are writing this text, December 3rd, 2021. The steel products markets are oil and gas, construction and industrial applications. Latam CPC was lower than $ 1.00, between $ 0.47 and $ 0.82; USA CPC was higher than $ 1.00, between $ 2.03 and $ 6.16. A total of 22 conversions were obtained during the 4 months of the experiment. The conversion established for the campaigns was to request a quote online at the company website. We used keyword exact match as the main strategy of the experiment. High relevance keywords used in the experiment were obtained after running several KA using the Google Keyword Planner tool, one for each product in each country.
| Campaign | CTR – % | CPC – $ | Conversions | Conversion rate – % | Conversion cost – $ |
| 1 | 21.78 | 0.82 | 4 | 1.01 | 80.82 |
| 2 | 13.36 | 0.65 | 16 | 1.68 | 38.34 |
| 3 | 11.43 | 0.67 | 1 | 0.14 | 474.95 |
| 4 | 9.91 | 0.77 | 1 | 0.40 | 192.16 |
| 5 | 12.00 | 0.52 | 0 | 0 | 0 |
| 6 | 7.83 | 2.03 | 0 | 0 | 0 |
| 7 | 4.11 | 6.16 | 0 | 0 | 0 |
| 8 | 3.83 | 2.17 | 0 | 0 | 0 |
| 9 | 2.33 | 0.73 | 0 | 0 | 0 |
| 10 | 1.54 | 0.47 | 0 | 0 | 0 |
| 11 | 1.16 | 2.54 | 0 | 0 | 0 |
