Javara
Cost per click fell twenty three percent in one month while click volume rose
The situation before
Cost per click usually falls by buying cheaper, lower quality traffic, which improves the number and worsens the result.
The requirement here was to reduce cost without reducing the quality of who arrived.
What we built
We removed the search terms that were attracting traffic with no purchase intent, which lifted quality score and lowered the price of the terms worth keeping.
Display and search were then tuned separately, because the same change helps one and hurts the other.
Measured results
- Cost per click reduction
- 23%
- Search click increase
- 19%
- Display click increase
- 36%
One month optimisation, 2023Figures describe this engagement and are not a projection for other work.
What was handed over
- Cost reduced by removing low intent terms rather than by buying cheaper traffic
- Click volume increased alongside the cost reduction
- Search and display tuned as separate problems
Built with
- Google Ads
More work
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