The Problem

MapServe had an established Google Ads presence, producing a consistent return on ad spend. Despite showing solid returns, MapServe felt there was an opportunity to become more sophisticated with their PPC targeting. They tasked Up Digital with growing return on ad spend efficiently.

Solution

With the PPC fundamentals already being done correctly, Up Digital looked to leverage MapServe’s 1st party data in order to improve ROAS on Search. Using MapServe’s Google Analytics profile – we segmented audiences by engagement level (e.g. All Users, Returning Users, Page Depth >3, Time on Site > 60s etc.) and shared these audiences to the Google Ads environment. These audiences were overlaid on to the Search campaigns, allowing us to refine our bidding, reduce unwanted traffic and boost up CTRs and conversion rates.

Results

The first 30 days of using Remarketing Lists for Search Ads brought about the following uplifts in the test campaigns:

• Conversion rate increased by 26%
• CTR improved by 12%
• CPA fell by 24%

This segmented approach to Remarketing Lists for Search ads was then rolled out across the Search activity – with a performance-based custom bidding strategy adopted for each campaign.