The Challenge
The client is a store that sells information technology (IT) gadgets, in its own shops and on its website. More customers had been walking into the shops, but this campaign was about the website. The goal was more online purchases.
Measuring those purchases was the hard part. Tracking problems meant the website did not record online purchases accurately, so Primal relied on checkouts as the closest measure of real purchases. Accurate tracking had to come first, so that the campaigns could be judged on what they achieved.
Our Approach
Primal first improved the tracking system, so that it recorded online purchases accurately.
Some campaigns did not lead straight to a checkout. For those, we set add to cart as the conversion, which gave the bidding algorithms more data to learn from.
We then set the conversion goal for each campaign. Campaigns with no checkouts used “maximise conversions” bidding, and campaigns with checkout data used “maximise conversion value” bidding.
Outcomes Achieved
With the new tracking in place, online purchases were recorded accurately. A conversion goal for each campaign let the bidding algorithms optimise each one for its own action, add to cart or checkout. Within 3 months, purchases rose 95.5%. The cost per click fell 80.2%, and the conversion rate rose 28.7%.
- 95.5%Increase in Purchases
- 80.2%Lower Cost Per Click
- 28.7%Increase in Conversion Rate
Key Insights
- Accurate purchase tracking came first, so that the campaigns could be judged on the purchases they produced.
- Setting add to cart as the conversion gave campaigns with no checkouts data for the bidding algorithms to learn from.
- Each campaign’s bidding followed its goal, “maximise conversions” for add to cart and “maximise conversion value” for checkouts.
- Purchases rose 95.5% within 3 months. The cost per click fell 80.2%, and the conversion rate rose 28.7%.
