The approach
The agency chose automated bidding strategies. The tCPA bidding
strategy seemed like a good solution, because it could further
increase the number of campaign-generated transactions. The
automated bidding strategy and the Google’s machine learning
algorithm enables the ads to appear to even more relevant users as
well as for the agency to better control their costs. In the past, the
campaigns used manual and ECPC bidding. To improve their
performance, Driveonline created test campaigns by using tCPA
bidding. Seeing that the test campaigns produced better conversion
figures, they started to use the tCPA bidding—first for high-turnover
campaigns, then gradually for the other campaigns as well.
The results
After applying the new form of bidding to the original campaigns,
they could observe a nice growth in terms of the key indicators they
were focusing on. The conversion rate has increased by 20%, and
the conversion value has also had a similar growth rate, 22%. The
agency could also see that Saniterline’s ads reached out to much
more relevant users, due to the fact that CTR also increased by 20%,
and the conversion rate by 11%.
