At @whiteDigital, we refined the search campaign responsive search ads based on keyword themes. We received many irrelevant search terms from the search campaign. We regularly analysed and excluded these irrelevant terms. Additionally, we created separate asset groups in the Performance Max campaign focusing on different basketball brands. We made further optimizations, including audience refinements and bid adjustments. As a result of these changes, the campaigns began performing better from the second month, and by the sixth month, the ROAS was nearly three times higher than the client’s expectations.
Initial three months;
Jun 2023 – Cost: A$353.45, Conv. Value: 660.87, ROAS: 1.87
Jul 2023 – Cost: A$849.61, Conv. Value: 4,925.30, ROAS: 5.80
Aug 2023 – Cost: A$1,141.69, Conv. Value: 4,856.78, ROAS: 4.25
Next three months;
Sep 2023 – Cost: A$1,120.36, Conv. Value: 8,998.81, ROAS: 8.03
Oct 2023 – Cost: A$1,056.37, Conv. Value: 7,720.02, ROAS: 7.31
Nov 2023 – Cost: A$1,097.10, Conv. Value: 15,793.19, ROAS: 14.40
