Alfresco’s ad account was very large and previously had a lot of input on how it should be run from lots of different stakeholders. We needed to step back and focus on what campaigns were driving conversions and had the potential to drive conversions in the future and focus on these rather than on campaigns that were there, due to historical reasons.
After undertaking a full ad account review we split the campaigns into the following groups:
Group 1: High converting & low cost per conversion
Group 2: Low converting & low cost per conversion
Group 3: High converting & high cost per conversion
Group 4: Low converting & high cost per conversion
Once we did this we were able to start making changes to the campaigns to improve the overall account’s performance. We focused 75% of the ad spend on group 1 and 2 as these had the lowest cost per conversion and we wanted to make sure they were getting as much traffic as possible, as well as using other techniques to improve conversions. With group 3 we worked on reducing the cost per click and click through rate by optimising the target keywords and with new ad copy to improve the cost per conversion. With group 4 we paused these campaigns.