Client’s pain points/problems/challenges
- Both Search & Display campaigns had high CPA – due to broad targeting, which drove in lesser quality visitors to the website that did not convert.
What we have done?
For Search, removed non-performing keywords and use of stricter keyword matches to drive quality visitors with a higher rate to convert.
For Display, audience persona were created with audience segments from Google Analytics, and combine with keywords targeting to drive relevant visitors.
Media spend budget was re-allocated more from Display to Search, and less-performing campaigns to better-performing ones, to maximize spend efficiency.
Campaigns with higher CPA ranges, e.g. > $50 were prioritized to optimize first, followed by lower CPA ranges. As the client was running a huge number of campaigns, it took a period of 2 months to optimize all the affected campaigns, and improvements were seen in 1 month’s time after optimization.
- Lowered CPA from $11.22 to $7.15 HoH.
- Improved Conversion Rate from 0.61% to 1.09% HoH.