After an initial, forensic audit within Paid Social, which searched every nook and cranny, we determined where the issues lay and what needed to change. We knew we could meet the goals that EROC wanted to achieve. We started by testing new prospecting audiences, segmenting and tailoring retargeting activity to match intent. This was done in conjunction with optimising budgets according to performance.
As a result of these actions, we were able to increase campaign efficiency – resulting in a 91% decrease, year on year, in cost per acquisition (CPA) within the first quarter of activity. We also tested new ad formats whilst enhancing creatives and copy with purchase motivators, such as the products’ safety features, free delivery and how fun the product is. This occurred alongside the additional trust-building activities through highlighting positive product reviews.
From the PPC point of view, when the website transitioned to GA4 in July, it encountered significant tracking issues, resulting in a complete halt in site analytics. We worked with EROC to implement direct Google Ads tracking as a workaround solution until GA4 was resolved, allowing us to regain revenue. We approach everything with a granular shopping strategy segmenting out all the different sections of the website for optimal budget performance. Additionally, we placed a strong emphasis on audience segmentation and experimentation with channels like YouTube.
