PPC Case Study – Reduced CPA by 26% For a UK-Based Kitchen Countertop Provider
Reduced the CPA by 26% for a UK-Based Kitchen Countertop Provider
A rapidly growing UK-based Kitchen Worktop provider entrusted Techmagnate to run a high-ticket, RoI-positive campaign. We helped the brand achieve this objective by reducing the cost per acquisition by 26%, providing an impactful return on investment.
Challenges
The worktop market is highly competitive, where leading brand names are trying to strengthen their presence, diversify the distribution channels, and gain a higher market share. Thus, our client needed to do aggressive marketing to acquire new customers, which meant injecting funds boldly if they wanted to make a dent.
The first thing on the agenda was how we could get the worktop provider a better return on ad spend. Our ambitions were realized with better customer targeting comprising individuals willing to make a wholesale purchase for worktops.
Result
Jul ‘19 – Dec ‘19 to Jan ‘20 – Jun ‘20
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Impressions: 201%
Increase the impressions by 2X while the budget had been slashed by 25%
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Clicks: 53%
Increased clicks by 53%; more importantly, we halved the cost per click
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CPA: 26%
Reduced the cost per acquisition, delivering a great ROAS
Key Strategies implemented
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Keyword Bucket Optimization:
Upon reviewing the campaign’s performance, we identified performing and non-performing keywords and systematically removed those that didn’t yield any results. Accordingly, we made a list of negative keywords and used the budget to focus on better-performing keywords.
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Remarketing
We segregated users by how recently they visited the website and strategically launched a remarketing campaign to keep the brand on top of their minds through search and display ads. The remarketing efforts also included the audiences who were already in the consideration phase to make a purchase.
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Device Segregation:
We scrutinized the data and realized that mobile users were more likely to convert. We adjusted the bid for mobile and computer users so that mobile users are more likely to see the ads than desktop users.
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Ad Scheduling;
Analyzed the user activity to see when they were most active and smartly scheduled ads. For these durations, we kept the cost per click higher, and since these users were most likely to convert, we achieved a better return on ad spend.
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