What was the brief?
The client was seeing their KPIs (Key Performance Indicators) dropping year-on-year, with ROAS (Return on Advertising Spend) down by 51%, CVR (Conversion Rate) down by 15% and total transactions decreasing by 19%. That needed to change.
What did we do?
Using filter quality search query data and audience targeting, we created targeted campaigns aimed at arresting and reversing the KPI decreases that the client was experiencing. We analysed the search query data and found that the ROAS was higher for long tail queries, so we devised a long tail keyword campaign, adding negatives for all queries with less than five words from the search query report. We also ensured the new campaign gave priority to higher bids.
We segmented the best-performing ad groups into separate campaigns to maximise reach and sales, and used custom labels to segment the low profit items and bid for the higher value products with higher margins.
Results
We saw an increase in several KPIs as a result of our campaigns. ROAS jumped by 20%, transactions increased by 20% and there was a 15% upturn in revenue.
