Our client is a leading Crypto trading platform connecting stocks and crypto buyers and allowing them to buy and sell though their platforms and app.
Before Cross Brand
- Monthly brand Spend: $50k-$75k
- Brand traffic split : 20% paid and 80% organic
- Blended CTR Traffic : 71%
After Cross Brand
100
of brand traffic retained
30
Blended traffic cost reduction
25
CAC reduction
Blended CPC decreased by 40%
Our tech recognized that the blended CPC paid by the client was driven by a smart bidding strategy that did not make sense. Indeed, with a 90% impression rates sharing a target CPA with Google only drove the CPC higher and since the presence rates were almost at 100% there was no audience relevance upside to leverage smart bidding.
Ad cost decrease of 30%
Shifting from smart bidding to enhanced CPC allowed our client to decrease the ads CPC by 30% overnight
Blended Revenue and leads volume fully stable
Access to GA4, Back office allowed us to track a 100% stable lead and conversions flow.
Saving over 30% of their brand ad cost
Saving over 30% of their brand ad cost or more than 120,000$ in a 6 months period allowed our client to spend more efficiently and reinvest in real acquisition.
Results
- Same traffic
- 30% cheaper
- CAC reduced by 25%
- Savings reinvested to drive further growth
Special insights
Smart bidding never makes sense if you have a high impression rate (over 80%). Smart bidding is great and effective only in cases where you are limited and the search intention is low. On brand searches where you have both high intention and high visibility, always drive your campaigns on Manual CPC so you can control and minimize the cost.
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