The Power of Test and Learn

Substantial Cost Savings Through Strategic Feature Implementation

ADMATIC's leading adoption of first to market Google Ads features resulted in substantial cost savings and enhanced performance, allowing for budget reallocation to test campaigns without compromising the success of branded campaigns.

The Challenge

ADMATIC faced the challenge of high costs associated with branded search terms. The cost per click (CPC) and cost per acquisition (CPA) were notably high, putting a strain on the budget. We needed a strategy to reduce these costs while maintaining or increasing conversion rates.

Our Strategy

ADMATIC implemented a strategic approach leveraging new Google Ads features to enhance branded search conversions, reduce the cost per conversion and cost per click, and allocate additional budget for generic campaigns.

Campaign-Level Broad Match Implementation

The strategy involved activating a new Google Ads feature allowing campaigns to be set to broad match at any level within the campaign settings. This adjustment automatically converted existing phrase and exact match keywords to broad match, ensuring all new keywords would also utilise broad match.

Testing New Features Overlayed With Human Piloting

However, to ensure keywords triggered only for the client's brand or service, we utilised a brand restriction feature. This was achieved by creating a brand-specific list tailored to the clients with the aim on combining Google's newest optimisation feature in combination with manual optimisation.

Results

• Reduced CPC and CPA through strategic broad match implementation
• Enhanced branded search conversions with human piloting oversight
• Budget optimisation enabling reallocation to test campaigns
• Maintained conversion rates while reducing costs
• First to market adoption of Google's newest optimisation features
• Successful campaign performance through combined automated and manual optimisation