Spare room
Adapting to algorithmic change
The brief
Performance had been dropping off in Google compared with previous years. A very established account had become susceptible to some of Google’s algorithm changes, so our brief was to improve the performance of search campaigns in the UK, Europe and US.
Platforms
- Google Search
- Bing Search
The strategy
We provided a full audit of account hygiene and then executed audience strategies, Dynamic Search Ads (DSAs) and account restructuring, improving each campaign marginally. In a large account like this the smallest of wins can make a big difference to the bottom line. Every change focussed on the final return on investment using a complex revenue model set out by the client.
4.5%
Increase in PPC traffic year-on-year
9%
Decrease in cost year-on-year
1
Client retention – 1 years and still in contract
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