Something had to change, and fast! Before signing on the dotted line Hollands gave us a challenge. They had a strict “no less than 10x ROAS” policy.
With the criteria set in stone, there wasn’t a moment to lose. A lot of the basics needed to be fixed so we had a solid foundation before anything else could be done. It was goodbye “award-winning” agency, hello Dark Horse.
A complete restructure to the account had to be the first step. Due to the large size and scale of the account, we began by giving each brand its own campaign, then each campaign was given its own ad group. This meant that we were finally targeting audiences who were in the market for what Hollands had to offer.
Once the restructure had been secured, we moved on to implementing Responsive Search Ads (RSA) updating their old and outdated ad formats to present day. With this alone we saw an immediate increase in Click Through Rates (CTR)! Now that RSA ads were up and running, we could test multiple different combinations within just one ad copy, negating the need for multiple ads to perform split testing.
Through machine learning, we identified which audience segments respond better to certain assets. Thanks to machine learning we could personalise the ad copy based on what Google feels that a specific user would most like to see using signals such as time of day, day of week, location, device, interests, demographics and more.
The next stage of our plan focused on looking at ad relevancy and increasing Hollands overall Quality Score by creating compelling messages with strong Calls To Action (CTAs). From there, we optimised our ads based on the segmentation and learnings we found from the newly implemented RSA ads.
We continue to change these bidding strategies regularly, ensuring that we are hitting their clients at the point of purchase.
In summary, Dark Horse has completely changed this account for Hollands and the results just keep getting better and better, month after month.
