How we achieved a 354% conversion rate increase in Google Ads
The major challenge was to create a strategy to efficiently allocate budgets to Google networks, maintain performance targets by managing large budgets (6 figures per month) and find an effective solution to promote short-term campaigns through Google Ads services.
The strategy was to allocate about 90% of the budget to performance max campaigns, targeting all Google networks – Search, Display, Shopping, YouTube, Discovery and Gmail – with a single campaign. The goal was to keep the offers in the minds of potential customers, thus managing to hit, maintain and even exceed the performance target. At the same time, we allocated part of the short-term campaign budget to spot campaigns, thus increasing the conversion rate and return on ad spend.
After just three months, the new strategy resulted in an overall 354% increase in conversion rates, while reducing the cost per conversion by 45%. Conversions increased by 139% and revenue by 142%, while the budget spent decreased by 36%.
IMPROVING CONV RATE
Main marketing goals
> Improving the conversion rate
> Minimum 7 ROAS
The PPC strategy was based on
> Relevant keywords
> Dynamic Search
> Testing different visuals
> Promoting the offers
Other targets used
> Shopping, Search, Display, Performance Max