[Case Study Share] A story of how we overcame downsizing optimization by introducing Assist CV
Posted: Wed Dec 11, 2024 5:24 am
If you operate while chasing last-click CPA, you will gradually fall into a state of shrinking optimization, and a common complaint is, "I need to use my budget to achieve my goal, but my daily budget is shrinking..."
In response to this issue, we will share a case where taking assisted conversions into consideration led to a successful increase in the total number of conversions while maintaining a certain level of CPA .
By the way, the causal relationship between the nigeria phone number library measures taken in this article and the results obtained has not been scientifically verified, so it is open to debate , but I hope that it will be useful as an idea!
>>Download the document set (service documents and case studies) to learn about Ollie's
Industry: E-commerce
CV goal: Product purchase
Advertising KPIs: CPA, ROAS (both calculated based on last click conversion)
Implementation media: Facebook ads, Instagram ads, search ads (Google, Yahoo!), GDN, YDN, LINE ads
background
In this case, acquisition during "sale periods" held several times throughout the year was very important for achieving the goal, but the overall trend was that acquisition via advertising was significantly different from the goal . As a result, the overall number of conversions and budget progress were not good. On the other hand, sales on the marketplace and acquisition from channels other than advertising were good, and the target CPA for the entire campaign (CV for all campaigns, including non-paid campaigns, divided by total promotion costs) was achieved.
To summarize the situation,
Conversions via ads (last click evaluation) are not going well, but other measures are going well.
Search volume appears to increase after ads are delivered
Because we were able to confirm these trends, we concluded that even though the last-click CPA for ads remains high, there is a high possibility that ads are contributing to stimulating overall demand .
In particular, in this case, a large amount of advertising budget was invested in specific channels such as Facebook and Instagram during the sale period (i.e. a short period of time), so it makes sense that demand would increase momentarily immediately after the ad was delivered.
In response to this issue, we will share a case where taking assisted conversions into consideration led to a successful increase in the total number of conversions while maintaining a certain level of CPA .
By the way, the causal relationship between the nigeria phone number library measures taken in this article and the results obtained has not been scientifically verified, so it is open to debate , but I hope that it will be useful as an idea!
>>Download the document set (service documents and case studies) to learn about Ollie's
Industry: E-commerce
CV goal: Product purchase
Advertising KPIs: CPA, ROAS (both calculated based on last click conversion)
Implementation media: Facebook ads, Instagram ads, search ads (Google, Yahoo!), GDN, YDN, LINE ads
background
In this case, acquisition during "sale periods" held several times throughout the year was very important for achieving the goal, but the overall trend was that acquisition via advertising was significantly different from the goal . As a result, the overall number of conversions and budget progress were not good. On the other hand, sales on the marketplace and acquisition from channels other than advertising were good, and the target CPA for the entire campaign (CV for all campaigns, including non-paid campaigns, divided by total promotion costs) was achieved.
To summarize the situation,
Conversions via ads (last click evaluation) are not going well, but other measures are going well.
Search volume appears to increase after ads are delivered
Because we were able to confirm these trends, we concluded that even though the last-click CPA for ads remains high, there is a high possibility that ads are contributing to stimulating overall demand .
In particular, in this case, a large amount of advertising budget was invested in specific channels such as Facebook and Instagram during the sale period (i.e. a short period of time), so it makes sense that demand would increase momentarily immediately after the ad was delivered.