Using Audience Lists & Retargeting to Lower CPA
Challenge
Aviator Gear wished to convert first-time searchers at a higher rate with strategic Google Ads targeting — converting those visitors into return browsers, who would be more likely to convert on their site.
Solution
We started by bidding higher on past site visitors and newsletter subscribers. This bid strategy is intended to maintain visibility at a lower average CPC for a lower converting segment of our audience — while bidding anywhere from 1.5 to 3 times the amount on our chosen audiences above. We also added negative keywords to the new campaign to exclude searches that might trigger client’s products to show, but were not actually related to their products. This helped to further improve the profit margin from the product groups in these campaigns. Then, we built category-level remarketing lists to target users based on the products they viewed. If a user had previously visited the site and looked at a specific category, such as aircraft models, we’d bid more aggressively to show that user a Shopping campaign ad the next time they searched for a specific model plane on Google. Finally, we made frequent Google Ad big adjustments to accommodate the constantly changing search landscape.
Results
Our results were as follows: - 84.7% decrease in CPA ($46 to $7) 158% increase in ROAS (395% to 1,019%)
Inflow
Inflow is an award-winning digital marketing agency based in Tampa, FL. Our team of SEO, PPC, paid social, and CRO experts helps retailers and brands grow across digital marketing channels. Unlike other agencies, Inflow doesn't have account managers. Instead, clients work directly with industry veterans with decades of experience in their...
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