Objectives
- Generate more turnover
- Increase brand awareness
- International growth
- Specific Return On Ad Spend targets
Approach
Performance driven marketing through a combination of SEA (Google & Bing Ads), Display & YouTube. Offline conversion tracking was also used to provide additional data for the SEA campaigns. Combined with their internal sales department, this has resulted in tremendous growth and expansion.
We took an approach based on maximizing volume at a given Return On Ad Spend (ROAS). This gives our campaigns an "unlimited" budget. This gives us complete freedom to maximize sales while ensuring profitability.
Result
- Only 4% more cost
- Conversion Value +262%
- Conversions +121%
- Roas from 207% to 705%
- Cost per conversion -53%
- CVR +252%
Tiers - SEA
Digitong started this digital story with Bullswap as a digital marketing agency. Every week we optimised the campaigns to reach the goal. Bullswap wanted to get more conversions and sales as well as increase their brand awareness. We experimented with Tiers for SEA to ensure better profitability and volume and achieved very good results.
The main reason for this is to make sure that the most successful subcategories always show their maximum potential. The worst thing that can happen within an account is that keywords or ad groups are profitable, but are limited in the number of times they are shown by less profitable search terms that use up the budget. The tier system minimises this. In this way we can ensure that the subcategories are given a ROAS target linked to supply, demand and profitability.
With this approach, we increased expenditure by only 4%, while turnover rose by 262%.
Offline conversion tracking
Google Offline Conversion Tracking is a tool that allows companies to import conversions tracked in another system (for example, the company's CRM) into Google Ads. We thus gain insight into the quality of their leads based on the volume of sales generated, even if the latter does not take place online.
For Bullswap, we sent the data of approved offers that came through Google Ads back to Google's algorithm.
By feeding our campaigns with the right data, audiences, correct structure and bidding strategy, we make our machine smarter and smarter. This allows us to spend more time in A/B testing of ad copy and visuals, expanding our keywords, working out specific action campaigns, and most importantly, thinking strategically with Bullswap to ensure growth.
On 15/06/22 Laurens presented this case on the
marketing guy of the year: Friends of Search.
