Custom account structure allows targeting of high cost terms while maintaining CPA

Here at Acquiro, we are consistently up to speed on Google’s best practices and how to effectively structure an account’s campaigns in order to achieve the best results. However, where there are rules, there are exceptions. Enter exhibit A; NatureSpy who is well acquainted with having a product inventory which breaks the mould. Prominence in an ‘Amazon’ era with budget buys and large product feeds is no easy feat, but with our help, NatureSpy has managed to demonstrate incredible growth, even throughout and during the aftermath of a global pandemic.

OBJECTIVES

NatureSpy were struggling to push their small inventory of products up against the big guns whilst maintaining a very specific cost per conversion. With products of vastly different values, these set targets varied. Costly, generic search terms were also proving problematic as although costly, they converted extremely well. Previously excluded due to their lack of specificity and profitability, sales and brand awareness were fading. Our aim was to create a bespoke campaign structure that could improve conversion rates whilst incorporating generic search queries and CPA targets.

OBJECTIVES

NatureSpy were struggling to push their small inventory of products up against the big guns whilst maintaining a very specific cost per conversion. With products of vastly different values, these set targets varied. Costly, generic search terms were also proving problematic as although costly, they converted extremely well. Previously excluded due to their lack of specificity and profitability, sales and brand awareness were fading. Our aim was to create a bespoke campaign structure that could improve conversion rates whilst incorporating generic search queries and CPA targets.

RESULTS

The results from the custom account structure we devised were outstanding. Revenue has more than tripled since the same time period last year.

Nature Spy – Paid Traffic

Increase In Paid Traffic

NS – CTR

Increase in Click-Through Rate

NS – Sales

Increase In Sales

NS – Revenue

Increase In Revenue

NS – Conversion rate

Increase In Conversion Rate

This level of growth has been achieved whilst maintaining the CPA and ROI levels. We are confident that the next step of now improving the CPA and ROI whilst maintaining the revenue will be obtained by continued optimisation and further development of the unique campaign structure.

HOW WE DID IT

By working closely with our client, we utilised a shared spreadsheet focussing on the specific targets and categorisation of each product. With this information in reference, each category was assigned it’s own campaign with individual ad groups for each product, allowing for specified Target ROAS bids and search term management.

Each campaign was duplicated in order to capture the performing generic terms whilst having enhanced control over their performance separate from branded, more specific queries.

The move away from the standard branded or product type orientated campaign structure allowed traffic to be directed through a hierarchy of product value and CPA aims. It also allowed additional focus on generic terms which are usually overlooked and excluded, improving the frequency in which ads are being shown. Through continuous campaign optimisation, bids were gradually raised improving ad exposure and click-through rates.

By assigning each product it’s own ad group, we’ve been able to direct search terms appropriately, thus resulting in quality traffic and a significantly stronger conversion rate.

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