Nexcess is a cloud hosting organization optimized for digital commerce specializing in the fully managed space. Nexcess provides optimized hosting for the industry’s leading content and commerce platforms such as WordPress, WooCommerce, and Magento. The organization has been transformation and prioritizing marketing efforts. Recently, the efforts led to NPD taking over all paid media accounts in February 2021.
NPD immediately developed a timeline along with an execution plan for a complete restructure of the campaigns to align with best practices. The restructured execution was done in multiple phases to mitigate any risk to conversion numbers and to better align with Nexcess internal business structure. The Search campaigns were consolidated from 14 separate campaigns down to 5, which consist of 4 product campaigns and 1 Brand campaign. This reduced the number of keywords from 600+ down to sub-200, allowing more time for strategic planning and less time managing multiple sets of keywords. This new consolidated structure tested Broad keywords paired with auction-time Smart Bidding, for increased-intent users per the newest Google recommendations. The team developed all new custom ad copy with unique value propositions to align with the Nexcess product line and increase click-through rate and ad relevance.
Following Search, Google Display campaigns were reconfigured to align with higher intent audiences such as In-Market and Similar audience lists, with the addition of frequency caps to reduce the number of times a prospect would see an ad to 4-5 times weekly to reduce creative fatigue. NP Digital also conducted a full audit and adjusted campaign settings, switched to Smart Bidding, and created new audience lists that reduced overlap.
This robust strategy used historical data, best practices from Google, and internally tested media plans to execute quickly. The campaigns now have the highest leads at the lowest cost historically.
INCREASE IN CONVERSIONS
INCREASE IN DISPLAY TRANSACTIONS
DECREASE IN COST-PER-CONVERSION
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