By optimizing bids across the user journey, one client scaled reach by 6x while increasing sales and lower CPAs
A client believed that upper- and mid-funnel non-brand search campaigns delivered incremental sales but didn’t have the data to prove it. Bidding algorithms often allocate more budgets to lower-funnel tactics that are effective but, drive fewer incremental sales. With better attribution, the client could justify a full-funnel approach.
We tested fFive different SA360 Data Driven Attribution (DDA) models categorizing keywords by their place in the user’s journey. Compared against a “last click” lower-funnel model, the DDA models proved early events were undervalued, underbid, and underfunded.
The client expanded its non-brand search campaign 6-x month over month, all while hitting efficiency goals. Total conversions increased and CPA decreased, allowing the brand to consider the entire user journey in its search bidding strategy.
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