Increasing first-purchase volumes
Oranum, a global online-psychic brand, wanted to increase its first-purchase volumes and decrease the CPA. These users needed to register and purchase their first set of credits online. Only this condition qualified them as first-purchases (lapsed or repeating purchase customers aren’t included). So with this very strict set of conditions we needed to find a way to increase this volume of customers, and bring down the CPA.
We also had a very short window to make all necessary changes to the account to improve performance. This is because we took over the accounts in Q4. Whilst the client isn’t retail based, they do find their peak period is often at the turn of the year, when they would normally expect an influx of new customers. As a result, we had to move fast.
“Working with Starlight Digital has been excellent. Their team is proactive, knowledgeable, and truly understands PPC and Meta Ads strategies.”
Optimising Google whilst launching Meta
As the Google account included multiple region based campaigns for Brand, Performance Max and Keyword campaigns, we needed to find a solution that was scalable even when adding or removing countries to the campaign mix. We therefore focused on rebuilding all of the campaigns, adjusting account and campaign settings and then testing out various combinations of tracking setups and new ads. We found that bidding on these ‘first-purchasers’ only wasn’t sufficient to support the volumes of conversions the Google algorithm needed to optimise effectively, so we tested combinations of user groups from the available conversion goals and audience lists via Google Analytics. This gave the campaigns the volumes it needed. For those country regions with conversion volumes that were still too small we grouped these together in a single campaign or used Portfolio Bid Strategies to combine these regions for greater volume. This helped rapidly scale the campaigns over this short period of time.
In terms of Meta, the client had never tested it before, so this was an all-new launch. We had a target CPA of £650, and upon launching Meta we started seeing CPAs closer to £1,000. This was obviously a slight concern, but we were confident in our account structure and over-arching strategy.
We knew, over time, we could optimise towards the goal of £650. We also knew that with more creatives, and a test-and-learn approach, this would also go a long way to optimising the CPA. Over the next several weeks, we worked hard making adjustments and changes across ad messaging and creatives until we landed on a winning combination. Across the course of the next few months, we then observed consistent CPAs of £200 and less. Meta was a brilliant success!
Overall, thanks to our Google restructure, and launching Meta Ads, we were able to reduce the CPA by 34% whilst increasing first-purchases by 32%.
If you’d like to learn more about how we can help your business or brand grow, please don’t hesitate to contact us today. We’d love to be put to the test.