Driving More Qualified Traffic Through Testing: Informing and Driving Early Q4 Planning, Strategies and Content

Mother’s Day, which is highly giftable, offered the brand a comparable audience and buying force to test several key performance marketing efforts: AdWords, media bidding and placement by focusing an effort on Google’s campaign drafts. The testing and experiments provided a quick, streamlined way to make changes and gain insights, the team reviewed daily result dashboards and made daily changes. The brand operates nearly ½ of their business on an e-commerce model. To increase its cost efficiency while also increasing its ROI, the brand began to rely more consistently on testing, focusing on online campaigns: bidding, landing pages, and ad text. Tracking multiple conversion types with varying ROIs.

GOALS

Drive more qualified traffic to increase return on ad spend (ROAS)

Test faster and be more efficient with campaign testing methods.

APPROACH

Launched series of conversion bid experiments for new landing pages

Ran multiple ad text experiments

Published additional category-specific landing page experiments by versioning creative

RESULTS

42% increase in ROAS

50% + time savings compared to prior manual testing