Clickbasin

Having noted the lack of granular targeting in Clickbasin’s Google Shopping campaigns, we set about completely overhauling the account with a full restructure.

Each product category of the website had two Shopping campaigns created and search query filtering was utilised in order to apply bids based on purchasing intent and previous performance of each search term. The immediate effects of the new Shopping campaigns led to a large decrease in cost while maintaining current revenue.

In addition to the Shopping restructure, 62 new search campaigns were created. Extensive keyword research was carried out with a focus on long-tail and high intent keywords being added to the campaigns. Each keyword had an exact match and broad match variant, the exact match keywords were designed to drive a high return on ad spend whilst broad match keywords are designed to identify new keyword opportunity.

Phase 1 Results – 22% increase in YoY revenue whilst decreasing cost per clicks by over 25%.

Our next phase of work focused on enhancing the campaigns created in phase 1. Tasks included audience creation, ad extension implementation and ad split testing. Once the campaigns had been refined and tested there was a noticeable increase in quality score and click through rates. Due to cost per clicks decreasing even further it allowed more traffic to be generated at the same cost.

We also imported our campaigns into Bing, which allowed a new audience to be targeted. As Bing tends to have less competition than Google it allowed Clickbasin to compete on some of the broader keywords against the larger brands.

During this period, Impression also supported Clickbasin’s Black Friday campaigns with specific ad copy, updated extensions and reactive bids/budgets. Specific features such as a countdown timer on search ads helped improve click-through rate and created urgency for the user to convert.

Phase 2 Results – 101% increase in YoY revenue and 120% in transactions.

Our focus in this phase was to utilise the data gathered in the previous two phases to make impactful changes to the demographic, audience and location-based bidding. The objective was simple: increase bids in areas with a high conversion rate and return on ad spend and decrease bids for high spending and unprofitable areas of the account.

We also implemented a dynamic Search Ads campaign, used to target search terms that the current keywords weren’t targeting. Long tail keywords were crucial for Clickbasin’s strategy and to compete against the larger brands, so dynamic Search Ads allowed Impression to identify these search terms and add the high converting keywords into exact match campaigns.

Phase 3 Results – 106% increase in YoY revenue and a 76% increase in return on ad spend.