Setting New Benchmarks: Achieving Success with a Retention Test Campaign
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Challenge
A luxury beauty brand, aimed to execute a pilot search campaign for three of its sub-brands. The success of this campaign would determine whether the agency of record would be changed.
Solution
To ensure success, I implemented a detailed and tailored campaign strategy for each sub-brand:
Individual Account Setup: Created individual accounts for each sub-brand to allow for precise targeting and customized strategies.
Keyword Structure: Developed a segmented keyword structure based on brand, product, and generic terms to maximize reach and relevance.
Bid Optimization: Regularly optimized bids to achieve lower cost-per-click (CPC) and cost per session.
Ad Customization: Conducted regular search query report (SQR) analyses and customized ad copy to improve click-through rates (CTR), reduce bounce rates, and increase average time on site.
Result
The campaign was a success, leading to [Client] awarding the business for all twelve sub-brands to our agency.
Achieved new engagement benchmarks, with significant improvements in customer retention.
Impact
Granular Account Structure: Tailoring accounts for each sub-brand allowed for more effective targeting and campaign optimization.
Keyword Segmentation: A well-structured keyword strategy is critical for maximizing reach and ensuring ad relevance.
Customization of Ad Copy: Regular updates to ad copy based on search data significantly improved campaign performance
Tech Stack
Google Ads, META Ads, YouTube Ads
