03/06/2022
After sharing this case study with a media team we're consulting with, we felt like a lot of readers will find this valuable on facebook as well. This is a brief step by step blueprint on how high scale google accounts can be "cleaned up".
Starting point: 165k spend and 1m in revenue (3 months timeframe)
1: Check for campaigns that are constrained by budget
If yes: change budget or bidding strategy (if keyword set is fine overall)
Since the goal was a better ROAS and not more scale we worked on the bidding strategies.
Budget-constrained Campaign 1: eCPC
Solution: Either decrease cpcs of expensive but bad bad performing keywords to leave more spend for better performing keywords or change bidding strategy to maximize conversion value. Option I is done in campaigns with fee conversions and Option II is done with accounts with sufficient conversion data (like in this case)
Budget-constrained Campaign 2: tCPA
Solution: Only ever use tCPA in lead generation, never in eCommerce. Changed bidding strategy to target ROAS.
2: Check bidding strategies in all other campaigns.
We changed CPC’s in manual and eCPC campaigns, changed tCPA to tROAS and adjusted the target ROAS in some campaigns (when set too low).
3: Check audiences
Adding these to search and shopping campaigns makes placing right bids much easier both for campaigns using smart bidding or manual cpc. Instead of setting all lists up manually, using the ready-to-use bundles of the gallery is a good start.
Just this alone cut budget by 43% with sales volume only dropping by 13% leading to an increased ROAS.
4: Check keyword set and set up new campaigns with keywords not being used yet.
Example: Use keywords that include brand names of products advertised (100k rev on 10k spend in this case)
5: Check the shopping campaign
Account was using Smart Shopping already (recommended) however it benefited from the audiences we set up in step 3. We also added a showcase shopping campaign for more generic searches (50k rev on 3k spend)
To summarize:
1) change bids/ bidding strategies
2) set up and use more audience lists
3) use different campaign types
4) adjust the keyword set
Result: 239k spend and 2.67m rev ( 70 days). Cost cut by 40% while ROAS increased by 64%.
