A leading ecommerce advertiser running CPM-based campaigns faced challenges with low ROAS (Return on Ad Spend). The client sought a data-driven approach to enhance campaign efficiency and boost returns.
DataBeat’s Approach
- Improving CTR
- Analysis revealed a low CTR of around 0.3% across the campaign, with only a handful of creatives performing well, while some domains exhibited extremely poor CTRs.
- DataBeat recommended removing low-performing creatives and excluding domains with low CTR rates.
- This optimization resulted in a 32% increase in CTR, enhancing user engagement.
- Campaign Optimization
- DataBeat identified underperforming domains and removed them, redirecting ad spend to high-conversion domains.
- This targeted approach allowed for focused spending, driving a measurable ROAS increase.
- Increasing Conversions with Retargeting
- A significant drop-off was observed in users leaving the site without completing transactions.
- Retargeting strategies were implemented to re-engage these users, leveraging their higher likelihood of converting.
- These efforts led to a 5% increase in conversion rates.
- Audience Refinement
- Ad spend was inefficiently allocated to audiences with low engagement and spend value.
- DataBeat added lookalike audiences per transactional value and excluded audiences with a lower spend.
- This precise targeting ensured the budget was focused on high-potential users, improving overall campaign performance.
Results
- CTR: Improved by 32% from 0.3% originally to 0.4%, driven by creative and domain-level optimizations.
- Conversions: Experienced a 5% increase, particularly from retargeted audiences.
- Budget Utilization: Eliminated inefficiencies by focusing spend on high-performing domains and audiences.
- ROAS: With above all optimizations and enhancements we were able to Increase ROAS by 39%.
Conclusion
By identifying and removing inefficiencies in domain targeting, optimizing ad creatives, and refining audience strategies, DataBeat helped the advertiser achieve remarkable improvements in key metrics. The client experienced a substantial increase in CTR, ROAS, and conversions, underscoring the effectiveness of data-driven campaign optimization.
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Problem Statement: A leading e-commerce advertiser struggled with low ROAS and inefficient ad spend, leading to a poor campaign performance.
Solution: DataBeat refined audience targeting, optimized creatives, excluded underperforming domains, and implemented retargeting strategies to enhance engagement and drive conversions.
Impact: These efforts resulted in a 32% increase in CTR, a 5% rise in conversions, and a 39% improvement in ROAS, ensuring efficient budget utilization and campaign success.
