This case study explores the strategic overhaul of PPC campaigns for a business grappling with excessively high lead costs. The primary objective was to reduce these costs while maintaining, if not improving, campaign effectiveness.
Challenge:
The business was operating with a high volume of ad sets and ads, initially managed through automated rules. However, these rules became outdated, leading to inefficient spending and suboptimal campaign performance.
Strategies Implemented:
- Manual Optimization Phase: Temporarily disabled all automated rules and undertook a manual optimization of the account to gain insights into inefficiencies and potential improvements.
- Testing and Restructuring: Experimented with different account structures and budgeting strategies to identify the most effective approach.
- Reimplementing Automation with Precision: Once the optimal structure was identified, new automated rules were established using Revealbot to ensure ongoing, data-driven management.
- Audience and Account Structure Refresh: Updated the targeting and structure based on current data trends, moving away from outdated setups.
- Creative Testing Workflow: Developed a systematic approach to test approximately 150-200 new creatives monthly, enhancing the effectiveness and freshness of the ad content.
Results:
The comprehensive restructuring and adoption of new automation strategies led to a significant reduction in cost per lead by approximately 45%, markedly improving the cost-efficiency of the PPC campaigns without sacrificing their overall performance.