PPC Case Study – Reduced CPA by 26% For a UK-Based Kitchen Countertop Provider

Key Strategies implemented

• 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.

• 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.

• 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.

• 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.