This case study is a great example of how quickly we can improve account performance with right optimization strategies applied together.
Within first 2 weeks of onboarding the account (last Wk Dec-21), we saw:
✅ 52% increase in PPC revenue (from £2.3k to £3.5k)
✅ 32% drop in ACOS (from 133% to 101%)
✅ 76% increase in Ad impressions
Overall, in 5 months, we’ve seen:
✅ 169% increase in monthly PPC revenue (from avg. £4k to £10.9k)
✅ 48% drop in ACOS (at 80.2%).
At a brand level:
✅ 76% increase in New-to-Brand (NTB) customers
✅ 101% increase in page views
✅ 35% increase in overall sales
Note: The ACOS is higher than other accounts, however, the product is in the supplements category. We worked with the brand to understand what level we can push to and remain profitable, which we’ve been able to achieve for 4 key reasons:
76% higher NTB customers, the products have high CLV with avg. 18% repeat purchase
We are meeting the TACOS of < 25% while growing sales
The focus is on maximizing revenue
The long-term goal is to dominate category and rank higher
Strategies we implemented:
These are part of our best practices that we ensure on each account
✔️ Optimum Campaign structure
With right campaign structure, we can essentially optimize bids and budgets, that enable us to scale up efficiently.
We set up separate campaigns for individual products, which are further split by,
Targeting levels (from related to highly relevant)
Match types (Broad and/or Broad modifier, Phrase and Exact)
Target density (breaking down campaigns further into multiple sub-campaigns to ensure < 30 targets). It’s backed by our study that showed improved Ad exposure on targets when limited down to < 30.
✔️ Top of search placements (TOS)
- TOS placements usually have a higher conversion despite higher CPC, thus lower ACOS. This is true for this account as well. (We analyse the placement reports to be sure before implementing).
- To leverage, we set up a few highly targeted campaigns (with top converting and relevant targets), with competitive bids to capture higher TOS impression share.
✔️ Identifying and minimizing wasted spend
- We identified approx. £500 wasted ad spend. We saved it to reinvest on the right strategies. This helped get additional spend amount as well as reduce ad costs (ACoS).
✔️ Optimized bids
We fine-tune bids on a regular basis to stay competitive yet profitable. We also leveraged dynamic bidding for real-time adjustments for conversion.
✔️ Complete Marketing Funnel
Leveraging all ad type, we set up a complete ad funnel.
Starting from awareness stage with broader targeting, it narrows down to purchase stage with retargeting
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