Pervorm Helps Proteq Dier & Zorg Drive Search Efficiency And Insure Even More Pets

INFINITY AWARDS SUBMISSION

Objectives

• Increase monthly conversions by 10% with a maximum CPA of €50
• Lower the cost per acquisition (CPA) as low as possible

Solution

• Implemented a data driven optimization strategy to optimize budgets, campaigns, landing pages and keywords.
• Isolated the best performing (impressions, conversion rate, CPA) keywords in separate campaigns with an uncapped budget.
• Isolate campaigns and keywords by match types (broad match modified and exact) and excluded exact match keywords in the broad match modified campaigns.
• Enabled the Bid to CPA policy from Skai to create more room in the budget. Therefore, we were able to bid on higher funnel keyword and reach even more prospects.
• Reached more prospects by targeting ads on specific questions that (soon to be) pet owners have and collected relevant data on that sub-target group. This data was then also used to retarget visitors in search, display and social.

Results

• Decreased CPC 33% between March and November.
• Increased conversions 32%.
• Decreased cost per acquisition (CPA) by 53%.