276% increase in ROAS
49% increase in conversions
The client is an American law-related company that provides military verification service and a variety of affidavits.
* As this client works in a highly competitive niche, his request was to remain anonymous as he is worried that disclosing details could lead to his PPC strategy being stolen by competitors. At VW, we always put the customer first – so this case study will be told without mentioning the name of the company.
Before participating with VW, the client had worked with another agency and ran PPC campaigns. However, the advertising didn’t bring the expected results, so the client decided to change PPC specialists and give us a try.
We were assigned several tasks: increase online presence through Google/Bing Ads and for it to translate to sales and revenue. However, the most important task was to bring a positive ROI.
As the client had previously run Google/Bing Ads campaigns, we started with audits. By auditing both accounts, we identified what was and wasn’t working, and finally, we found out that the main reason for failure was poorly structured search campaigns. Based on the insights we got, we have developed new strategies for Google and Bing.
In this case study, we are going to show you solutions for Bing ads. However, if you want to see which strategy we used for Google Ads, follow the link.
To bring success to Bing advertising, we have developed a new account structure and launched the following campaigns:
- Search campaign with brand keywords;
- Search campaigns with keywords related to client’s services;
- Cross-brand campaign.
After launching campaigns, we kept an eye on them and optimized them to maximize their effectiveness. By testing new keywords, adjusting audience, demographic, location and other types of targeting, improving ad copies, and testing different extensions, we got amazing results.
Just a month after we restructured and relaunched the campaigns, we saw the effectiveness of the new strategy. The numbers we got speak for themselves. ROAS increased by 89% while CPA decreased by 10% within the same ad budget.
Within seven months of the relaunch, we achieved results that fully satisfied all client’s requests. ROAS increased from 159.81% to 435.3%, and revenue increased from $4K to $9K, while ad spend decreased by almost 30%. We also managed to significantly reduce CPA from $22.29 to $10.68 and increase the number of conversions from 134 to 200.