B2C Case Study: Growing an established business
Results first 90 days:
- 117% growth in user registrations. Excellent mid-funnel signal
- 31% reduction in cost per acquisition (CPA)
- 22% revenue growth in legacy activity (chart blue)
- Additional 35% revenue growth in new strategies (chart orange)
- The proven boost in all KPIs allowed the company to increase digital budgets and scale its global scope and employee headcount to an entirely new level
Challenge: How to scale a client’s already successful Google Ads? One example: thousands of keywords (the ‘long-tail’), could not be optimized because their success/failure was still unknown (they had no revenue signal yet).
Solution: Designed categories (‘themes’) to group all search keywords into higher-level buckets. The performance of these macro ‘themes’ clarified how to optimize keywords underneath [see 2x2 matrix]:
Unprofitable RED themes [top left] were bid down to reduce wasteful spend. In contrast, BLUE themes [bottom left] keywords needed more spend given their high profitability but low search impressions share (i.e. untapped users with a good potential to convert)
Finally, this ‘themes’ intelligence was a foundation to build entirely new high-value targeting that produced additional sales volume for the business.
