increase in total revenue coming from paid search year-over-year, for all campaigns.
increase in media spend efficiency, measured by Google Ads conversion value divided by cost.
positive decrease in total cost-per-conversion year-over-over, for all campaigns.
With operations in the US, Ireland and China, ZAGG’s products are available worldwide at leading retailers.
Committed to sustainability, ZAGG is taking steps to reduce its carbon impact in manufacturing, packaging, materials, shipping, and recycling. Their mission is to protect and enhance your mobile lifestyle while making a positive impact on the planet.
In addition, a secondary conversion action was driving a large portion of the historic paid search revenue through a warranty offering instead of on-site purchase conversions. With a quick pivot to exclude warranty conversions from bidding, optimizations, and reporting, our team was required to think quickly and devise a strategy to grow efficiency and profitability while remaining conscious of increasing costs in paid search.
We utilized tROAS bidding and Enhanced Conversions, and expanded into Performance Max for growth, but also selectively leveraged standard shopping campaigns to allocate spend for under-performing product categories in a profit-driving ad placement.
We restructured all paid search campaigns, which simplified and consolidating ad groups. Managing all campaigns from one ad account enabled us to consistently track conversions and gain attribution insights across all Google campaigns.
In addition to campaign diversification, our team enhanced product type categorization through supplemental feeds to create more impactful and closely related product groupings to enhance creative relevancy to shift more spend to lower-volume products, increase visibility and revenue in those smaller categories. We conducted ad copy tests in small, siloed environments to prove out viability.
Once key metrics showed success, the winning combinations were moved to larger campaign structures and scaled quickly to capitalize on performance.
Our team rigorously tested broad match adoption and continues to roll broad match out across our account. Given that our goal is efficiency at scale, broad match has provided coverage on additional long-tail queries that were not previously captured and, over time, continues to drive value for our paid search efforts.
With the change of client direction to achieve a more profitable in-platform ROAS, the product categorization of Performance Max accomplished just that. Following the restructure launch, the Keyboards and More product category garnered a 23% lift in ROAS efficiency while increasing Sales Per Click by 26%. In addition to achieving more profitable clicks and overall category efficiency, CPCs decreased by 13%, maximizing the allocated budget to drive more traffic within the given monthly & daily budgets.
The Power product category was already performing well above the account goal, but the products in this category were struggling to spend due to limitations in data volume for the bid strategy to effectively optimize toward. Campaigns built to support this category saw efficiency growth through additional Performance Max segmentation as Power products drove a 17% higher ROAS quarter-over-quarter.
Broad Match testing expansion has resulted in a 6% lift in efficiency within the tested campaigns. As broad match continues to learn and garner historical data, we have seen 3 straight months of efficiency improvement following implementation. May ROAS finished with a 30% increase over our April benchmark, June increased another 30%.
“The NPD team has impressed us since day one. The team has been full of all-stars, actively coming up with new ideas to promote growth and increase performance. They are not a set and forget agency. We’ve experienced a significant boost in website traffic, conversion rate, qualified leads, and ultimately, sales—all without increasing our budget. The ROI on this campaign has been remarkable, and we couldn’t be more thrilled with the outcome..”
Universal Technical Institute
Work with us.
Fill out the form below to speak with someone from our team.
The 2024 paid media playbook.
Whether you want to take advantage of AI, discover new platforms, or prepare to advertise in a world without third-party cookies, this paid media playbook is here to help.
