Strategic Considerations

Whenever I am going to be working on an account for more than 6 months, as long as it is not an Ecommerce, I use the following metrics to evaluate the actions I am taking: CPC, Cost per Conversion (sometimes CPA aside), CTR and Conversion Rate. Alternatively, I write down the significant changes I am making and do a monthly analysis to plan the next steps.

On Meta Ads

On this platform, after testing multiple combinations, in the end we prioritised an Advance+ «Top of the funnel» campaign by interests and 3 different segmentations, according to the target customer base, which took 60% of the budget. Using the data from this campaign, another customer prospecting campaign was generated with L&L audiences at 1-3% using the platform’s general catalogue. Finally, and to close the funnel, several campaigns were planned using retargeting audiences from different sources (but controlling the overlapping of the audiences). Each retargeting campaign used the catalogue of premium customers who paid to place their ads, obtaining for almost all of them a cost per conversion (filling in the form on the product sheet on the website) of less than 0.30€.

On Google Ads

After analysing the account and seeing that the cost per conversion was as high as €4-6, the main events were reconfigured using GTM exclusively (and switching to linear attribution and then moving on to data-driven attribution) and targeting these events only at acquiring people interested in buying the machinery and not in registering, uploading an ad or downloading the App. Alternatively I set up enhanced conversions, uploaded customer lists to create audiences, created segments of users visiting competitors, switched to a bidding strategy of maximising clicks until I started acquiring data (and then moved to a bidding strategy of maximising conversions with a targeted CPA), keyword cleaning, etc. I then decided to create a dynamic Display campaign with retargeting audiences and the like to increase brand awareness, a dynamic search ad by web category, and a dynamic search ad group by each of the product categories (e.g. Mowers, tractors, etc.) with broad keywords and using retargeting audiences. By transferring some of the budget to meta, because using catalogues was much better suited to audience intent, some traffic was lost, however, we started to get much more qualified traffic at a cost per conversion of less than €0.50.

Next Steps

• Add a Performance Max campaign to the campaign structure by leveraging all the data in the account to use user signals.
• There is a great variability at a geographical level in the demand for these products, so increasing the budget and increasing the bidding percentage in some regions such as Extremadura would be the most advisable thing to do.
• Create a payment gateway or find a way to create a product feed that accepts Google Merchant to enable dynamic retargeting.