Case Study Spotlight: Customizing Formulas and Bid Strategies with SA360 to Lower CPA


July 17, 2020

We recently worked with our client Ovative Group, a Minneapolis-based digital media and measurement company, to drive customer acquisition for meat delivery service Crowd Cow using Google Search Ads 360 (SA360). Here’s a quick overview of that engagement:

The Challenge 

Tasked with managing Crowd Cow’s paid search and shopping campaigns, Ovative needed to generate new customer orders with a lower-than-average CPA. The Ovative team knew email registrations were a valuable component of driving new customer acquisition and wanted to try using new weighted formulas, taking into account email registrations, new customer orders and subscriptions to understand how the right combination could drive additional new customer volume at the same — or lower — CPA.

The Solution

Ovative Group tapped partner Adswerve to dive into Google Search Ads 360 and develop unique column formulas by ad tactics and bid strategies based on campaign-driven values. Working closely, the Adswerve and Ovative teams set up and solved issues in order to ensure all the formulas were properly weighted and working seamlessly.

The Results

In the six-week period after implementing the formulas and new bid strategies, the teams have generated a 108% increase in conversions on an 86% increase in spend, lowering CPA by 9%.

Download the case study and let us know if you need help with your search marketing strategy.

 

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