Before (February)

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The total expenditure for the campaign amounted to $19.5K, strategically distributed across various marketing channels and activities.

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After (April)

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The Cost Per Acquisition (CPA) was calculated at $5.73, reflecting the efficiency of the campaign in acquiring new customers at a reasonable cost.

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Problem Assessment

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Upon analyzing the client's search campaigns, we identified a significant issue: excessive spending due to cannibalization of overlapping traffic. This meant that different campaigns were competing against each other, leading to inefficient resource allocation and decreased profitability.

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Streamlining the Campaign Structure

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To address the issue, we simplified the search campaign structure by adopting a straightforward:

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1. Top of Funnel (TOF): Attracting potential customers in the awareness stage.
2. Middle of Funnel (MOF): Engaging with users who have shown interest and are considering a purchase.
3. Bottom of Funnel (BOF): Targeting users ready to convert and make a purchase.

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This involved reorganizing the campaigns, messaging, and creatives based on user intent and the buying journey stages.

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Leveraging Existing Virality on TikTok

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We strategically used the client's viral content on this platform to promote cross-platform TOF engagement on YouTube Shorts.

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This approach allowed us to tap into the target audience's interests and preferences to expand their brand visibility.

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Key Results and Impact

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Our data-driven approach delivered exceptional results, as evidenced by the following achievements:

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• Monthly revenue increased from $122k to $170k within 60 days, reflecting a substantial 40% growth.
• CPA dropped from $5.73 to $2.62, indicating a significant reduction in advertising costs while maintaining a high conversion rate.

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To replicate this success for your brand:

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1. Analyze the search campaign structure and identify areas of overspending due to overlapping traffic.
2. Simplify the search campaign structure using a middle, top, and bottom-of-funnel approach.
3. Use the virality of the product on social media platforms such as TikTok to promote cross-platform touchpoints on platforms like YouTube Shorts.
4. Monitor the cost per acquisition (CPA) and ensure it decreases over time. In this case, the CPA dropped from $5.73 to $2.62.
5. Track revenue and ROAS closely to measure the success of the changes made to the campaign structure. In this case, revenue was increased from $122k to $170k within 60 days, and ROAS was doubled.