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After a quick win (CPA decreased by roughly 30% in the first 2 months), at a similar level of conversions, we increased the budget, distributing on the best performing campaigns, and expanding them to maximise the leads while keeping a good CPL.
Conversions are now up 60% YoY, with a constant uptrend (taking into account the seasonality).
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Increase lead at a similar or lower CPA
Totally changed the campaign structure which was divided based on user location.
Changed to a network/intent segmentation: brand, generic, DSA, Display and Shopping campaigns structure.
Each campaign is segmented based on the user intent (what he is looking for).
The bidding strategies also got changed, focusing on conversions, rather than traffic.
The budget was first reduced to make sure the new structure was bringing good results, then we increased it back to the previous levels or slightly higher.
After a quick win (CPA decreased by roughly 30% in the first 2 months), at a similar level of conversions, we increased the budget, distributing on the best performing campaigns, and expanding them to maximise the leads while keeping a good CPL.
Conversions are now up 60% YoY, with a constant uptrend (taking into account the seasonality).
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Limited ressources, getting creatives for ads, working with a poor web agency
The RootsTech conference is the largest genealogy conference in the world. For the first 10 years, the conference was held in Salt Lake City, UT as an in-person conference with only 40k attendees. When the pandemic hit, the challenge was how to take an in-person conference, make it virtual and expand the global footprint of the business.
This client came to me as they were looking to improve their FB/IG advertising after the IOS update as their results came down. the client has been running ads for years and after the IOS update they saw massive hits on the overall revenue and effectiveness of their ad campaigns.
We came in and made adjustments/optimizations to their campaigns and we were able to start improving their ROAS for their overall account and generate 250% more traffic to their site based on basic campaign structure that was more effective then how they had it set-up
