Revenue Uplift through Bidding to Value
With full Google stack technology in place and a progressive mindset, we decided on a major shift and began bidding to value opposed to just conversion volume for a certain cost. This approach allows us through Search Ads 360 to take the revenue of each HomeCare package into consideration, adjust our real-time bidding in line with it and in turn concentrate our paid search budget on higher value sales, ultimately positively impacting our client’s business bottom line. We increased revenue by a staggering 20%, ROAS by 16% and overall sales volume by 13% when compared to our previous target CPA bidding approach. This phenomenal outcome encouraged us to change to a value-based bidding approach across other Centrica products.