Summary
- The campaign drove a 27% increase in CTR, reduced cost-per-lead by 32%, improved CPA by 18%, for the First-Time Buyer pool.
- Managed $50,000 budget with dynamic reallocation to top-performing campaigns.
- Conducted A/B and multivariate testing on ad copy, bidding strategies, and landing pages.
- Implemented GA4 and HubSpot tracking for full-funnel visibility.
- Applied negative keyword lists and location targeting to refine traffic quality.
- Avoided location extensions to prioritise online conversions.
- Adjusted strategy for seasonal fluctuations.
Context
- Grow the First-Time Buyers pool through the website while improving CPA by at least 15%.
Strategy at a glance
- Full-funnel PPC approach across Google Ads, Meta, and YouTube with dynamic budget allocation and audience segmentation.
What I did
- Designed and executed a full-funnel PPC strategy across Google Ads, Meta, and YouTube, allocating budget based on performance and buyer intent.
- Search Campaigns (30%)
- Launched brand and competitor keyword campaigns to defend brand terms and capture high-intent traffic.
- Built dynamic search ads targeting high-demand product pages for broader keyword coverage.
- Shopping Campaigns (30%)
- Developed a catch-all campaign for top-performing categories.
- Created Performance Max campaigns with asset groups segmented by product category, ad copy, visuals, and remarketing audiences.
- YouTube & Display (20%)
- Ran YouTube campaigns targeting influencer channels for product launches and awareness.
- Used display placements on industry sites to grow email subscribers and attract new buyers.
Results
- CTR increased by 27%
- Cost-per-lead reduced by 32%
- CPA improved by 18%
- Significant lift in First-Time Buyer acquisition, tracked and optimized via GA4 and HubSpot dashboards
Why it worked
- Full-funnel targeting: Campaigns were designed to reach users at every stage—from awareness to conversion—ensuring no gaps in the buyer journey.
- Smart budget allocation: The $50K budget was distributed across high-performing channels (Search, Shopping, YouTube, Display) and dynamically reallocated based on live performance.
- Intent-driven segmentation: High-intent keywords, competitor targeting, and dynamic product ads captured users actively searching for solutions.
- Creative + data synergy: A/B testing and multivariate experiments refined messaging, visuals, and CTAs to boost engagement and reduce CPL.
- Automation + tracking: GA4 and HubSpot dashboards enabled real-time optimization, while automation streamlined campaign management.
- Platform leverage: Performance Max and YouTube campaigns tapped into Google’s algorithm and influencer reach to scale visibility and conversions.
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