Identify efficiencies in the existing account
We started our work with Clickbasin by assessing their existing campaigns, recognising that, while the account wasn’t performing as well as hoped, the insights it could give us into what does work, what doesn’t and potential areas for growth were valuable.
Our initial audit identified areas of the account that were spending a large percentage of the budget whilst making no conversions; the search query report gave visibility on the high spending and low intent search terms such as ‘cloakroom ideas’ which, while potentially helpful in pushing top of the funnel awareness, were not leading to revenue for our client.
Given the competitive nature of the marketplace, we were keen that our client’s budget be focused on those campaigns which would deliver a tangible ROI. Our first step to improving efficiency was therefore to move budget away from the no-conversion campaigns and to focus it more to those campaigns that were driving sales.
Clickbasin was also utilising Google Shopping alongside Google Search Ads. Whilst the current Google Shopping structure was driving the majority of revenue for Clickbasin, we noted that a new, more granular structure would improve performance.
After completing an initial audit and getting familiar with the client and their goals, a 3-month Paid Media strategy was created. The strategy outlines project work that will be completed within the next 3 months and prioritised based on the expected positive impact on the account.