Case Study Spotlight: Customizing Formulas and Bid Strategies with SA360 to Lower CPA

April 14, 2023

Customizing Formulas and Bid Strategies with SA360

As a leading Google Marketing and Cloud partner, Adswerve helps thousands of digital marketers, data analysts, and agencies make stronger connections with their customers through successful data-driven strategies. Recently, we worked with Ovative Group, a Minneapolis-based digital media and measurement company, to help online meat delivery service Crowd Cow drive new customer acquisition using Google Search Ads 360 (SA360).

The Challenge 

Tasked with managing Crowd Cow’s paid search and shopping campaigns, Ovative needed to generate new customer orders with a lower-than-average CPA. The Ovative team knew email registrations were a valuable component of driving new customer acquisition and wanted to try using new weighted formulas, taking into account email registrations, new customer orders and subscriptions to understand how the right combination could drive additional new customer volume at the same — or lower — CPA.

The Solution

Ovative Group tapped partner Adswerve to dive into Google Search Ads 360 and develop unique column formulas by ad tactics and bid strategies based on campaign-driven values. Working closely, the Adswerve and Ovative teams set up and solved issues in order to ensure all the formulas were properly weighted and working seamlessly.

The Results

After implementing the formulas and new bid strategies, the teams generated a 108% increase in conversions on an 86% increase in spend, lowering CPA by 9% in just a six-week period.

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