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.
