Highly Efficient Dynamic Search Ads Campaign Reduces Non-Brand CPC by 56% for Fortune 500 Retailer
BACKGROUND & CHALLENGE
- A Fortune 500 retailer tasked Chacka to reduce cost-per-click (CPC) and combat increased competition on non-brand search campaigns
SOLUTION
- Chacka transitioned budgets from high-cost, non-brand campaigns to a Dynamic Search Ads (DSA) campaign
- DSA was an ideal fit due to the ability to capture a myriad of searched terms, ability to create a dynamic headline associated with the query and drop customers who clicked on the ad to a relevant landing page. With high customer demand for new product releases, hard-to-find items and increase in competitive landscape, DSA could effectively reach their broad consumer base
- The campaign was also used for creating new keyword mining opportunities
RESULTS
The results of the strategy shift were impactful:
- DSA drove a 45% higher than total non-brand click-through-rate (CTR)
- While DSA conversion rate was lower than total non-brand, the CPCs improved 56% and drove a 22% lower cost-per-acquisition (CPA)
- 30% improvement on return-on-ad-spend (ROAS)
- Overall YoY, they drove 72% more traffic to the client website
