Issues :
Edigroup.ch, leader in online magazine subscriptions in the French-speaking part of Switzerland, has a dual objective: Achieve growth in sales while maintaining a similar return on investment.
The challenge is to generate more sales while improving traffic quality.
Approach :
The Google Ads account was already in a good general condition, but its structure needed to be consolidated in order to make full use of the account potential, and thus help improve performance.
After an initial audit, the first action was to update the tracking: a few adjustments were made to improve attribution. In other words, those corrections increased the number of sales recorded in Google Ads. As a result, they’re now closer to reality, facilitating next steps.
Following this, Suisseo decided to make full use of the features and potential of smart bidding strategies. Not only do these strategies make account management more efficient (fewer manual operations for which we have little added value), they also improve account performance on a comparable spending basis.
Once the technical adjustments had been made and enough data was available, Suisseo got to work on the operational side, putting under-performing content on the stand-by list, with little or no potential for improvement. This type of decision allows us to cut back on dead weight while ensuring better budget allocation.
At the same time, Suisseo has simplified the account structure to improve machine learning for smart bidding campaigns. By avoiding diluting the budget in the account, campaigns were able to collect more data than before.
Finally, Suisseo capitalized on existing content (shopping campaigns) to migrate them to an enhanced version (Pmax) for maximum benefit.
Results :
The number of transactions and revenue increased steadily over the months. At the same time, return on investment has also increased, proving that in addition to boosting sales, Suisseo’s optimizations have generated more qualified traffic than before.
Comparing 6 months of management vs. the same period of the previous year, and for an additional 18% of budget, here are the results obtained:
- 39,6% increase in revenues
- ROAS improved by 18,3%
- 44% more sales
- Cost per conversion reduced by 18%
- Conversion rate improved by 18,5%
In short, the Edigroup Google Ads account has grown thanks to a reliable tracking system, a solid and simplified account structure, and the use of the latest features in terms of campaigns.