We onboarded this account in Aug-22. With the initial strategies, we saw:
✅ Monthly PPC sales going up from avg. €2.4k to €6k (+ €3.6k)
✅ Average ACOS increasing marginally by 1%
✅ Average overall sales going from €11.5k to €15k (+3.5k)
In 3 months, we saw:
✅ Average monthly PPC sales up at €4.7k (+ €2.3k)
✅ 92% growth in traffic, with average monthly sessions going up from 2.2k to 4.6k
✅ 24% YoY growth in overall revenue going from 32k to 39k (+7k)
We initially let the ACOS go up by 11% as part of our aggressive expansion strategies, which still looked more profitable considering the profit margins, YoY growth in overall revenue and traffic. Additionally, we faced some operational challenges in Oct-22 with the pan-EU programme.
How we did it?
✔️ Product-focused campaigns
We set up multiple campaigns for each product based on their conversion, CLV, and demand, in line with the business goals.
✔ Optimum Campaign structure
With right campaign structure, we can essentially optimize bids and budgets, that enable us to scale up efficiently.
We set up separate campaigns for individual products, which are further split by,
Targeting levels (from related to highly relevant)
Match types (Broad and/or Broad modifier, Phrase and Exact)
Target density (breaking down campaigns further into multiple sub-campaigns to ensure < 30 targets). It’s backed by our study that showed improved Ad exposure on targets when limited down to < 30.
✔️ Budget rules
We set up automated budget rules to manage budgets more efficiently, on top of manual adjustments
✔️ Bid optimisation through impressions share analysis
We optimized bids for upscaling high converting target KWs and products.
✔️ Top of search placements (TOS)
We leveraged dynamic bidding on top of strategic bids to optimize for placement adjustments based on conversion.
✔️ Strategic targeting to minimize wasted spend
We set up complete targeting funnel that involves continuous research, testing and analysis. We then double down on the best working strategies and regularly exclude or minimize spends on irrelevant or poor performing targeting while also taking into considering the impact on the overall growth.
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