THE GOALS

  • Reduce PPC Spend while maintaining orders
  • Decrease the % of spend to profit
  • Make the channel profitable

THE APPROACH

  • Migrate account from using a legacy bidding tool to Google SMART Bidding
  • Cut spend in wasted areas, looking at several different attribution models
  • Utilise Dynamic Search ads to capture unique queries

THE RESULTS

  • Spend decreased by 25% year on year while orders only decreased by 2%
  • Increased profit from PPC to £540k from negative £780k year on year
  • Published case study on Think with Google for integrating audiences into account