Problem
In April 2024, our ad campaigns for an aviation sales client were not performing optimally, particularly in terms of cost per conversion. We identified several issues:
- High costs per conversion in several campaigns.
- Inefficiencies in targeting and bid strategies.
- Underperforming ads in terms of conversion rates.
Solution
To address these issues, we implemented the following strategies:
- Combining Themed Campaigns: We streamlined our campaigns by merging those with similar themes to improve focus and efficiency.
- Dynamic Search Ad Campaign: We introduced a Dynamic Search Ad campaign to capture additional relevant traffic that our keyword-based campaigns might have missed.
Bid Adjustments: We made bid adjustments based on age and household income to target our ads more effectively to the audience segments that are more likely to convert.
Outcome
A comparative analysis of July 2024 versus April 2024 demonstrates the impact of these changes.
Overall Performance
- Total Cost:
- April: $4,321.03
- July: $4,310.35
- Change: -$10.68 (-0.25%)
- Total Conversions:
- April: 18.68
- July: 32.92
- Change: +14.24 (+76.24%)
- Overall Cost per Conversion:
- April: $231.32
- July: $130.92
- Change: -$100.39 (-43.40%)
Conclusion
The strategic changes implemented in April 2024 led to significant improvements in our ad campaigns by July 2024. The cost per conversion decreased substantially in key campaigns, and overall conversion rates improved, indicating more efficient and effective ad performance. The introduction of the Dynamic Search Ad campaign and targeted bid adjustments proved particularly beneficial. This case study highlights the importance of continuous optimization and strategic adjustments in achieving better ROI in digital advertising.
