Through a strategic paid media approach, leveraging in-depth keyword research, first-party data, and advanced smart bidding strategies, we achieved a remarkable 272% increase in purchases for our client, despite the challenges of operating in a highly regulated industry.
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Our client had difficulty unlocking growth with their paid media strategies so they approached us to increase sales volume while also improving the lifetime value of their customers. As the brand is in the spiritual space, there were a significant amount of keyword, ad copy, language, and landing page content restrictions imposed by the ad platforms.
To address these challenges, our team adopted a targeted, data-driven approach, leveraging first-party data in combination with smart bidding to take full advantage of AI and machine learning.
Our strategy to reach the target audience presented some challenges due to the nature of the business.
Through in-depth keyword analysis and research we selected a small but targeted number of keywords. Our selection was guided by factors such as search volume, user intent, and historical account data, highlighting keywords that had demonstrated strong performance in the past.
We then rebuilt the ad copy in-line with those keywords and also made optimisations to the landing pages to ensure landing page relevancy.
To further optimise the campaigns and ensure we met our overall objectives, we leveraged first-party data by building Performance Max campaigns using high-value customer audience lists from the client’s database as the primary data signal.
High value customers are defined as customers that come back often and spend tens of thousands over time, also known as “Unicorns”.
This approach enabled AI and machine learning to refine targeting by utilising those audiences as signals, ensuring our ads were shown to users most likely to become repeat customers.
This strategy allowed us to expand the reach of our campaigns beyond search, driving increased relevant traffic and therefore to an increased likelihood of purchases - our first overall objective.
We also implemented smart bidding strategies, leveraging real-time data and machine learning, to optimise bid adjustments to bid more efficiently and ensure our ads were serving our primary target audience.
Working on this account presented its challenges, but it also gave us the opportunity to be incredibly creative and strategic in our approach. Seeing such remarkable progress in a relatively short time is a true testament to the team's exceptional quality and dedication.
Sal Joia, Paid Media Specialist
