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).

0.4
CPL

The Challenge

Increase lead at a similar or lower CPA

The Process

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.

The Solution

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).

Skills Used

Paid Ads

Industry

Home & Garden

Results by the numbers

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0.12

ROAS

Living Tea

- Increase the website's low conversion rate

- Increase revenue from < $1000 a day to > $1000 a day

- Run lower frequency campaigns because customers were complaining about seeing too many ads

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