Cellbes: Profit bidding and optimising for what truly matters
Cellbes’ foray into the digital landscape had been very successful but at the beginning of 2017, it was decided to take their PPC marketing campaigns to the next level. The objective was simple but ambitious: to grow the revenue of the accounts while simultaneously improving ROAS through innovative use of technology and automation.
222%
Increase in profit
222%
Increase in profit
170%
Revenue increase from paid search
170%
Revenue increase from paid search
300%
Increase in ROAS
300%
Increase in ROAS
Cellbes’ foray into the digital landscape had been very successful but at the beginning of 2017, it was decided to take their PPC marketing campaigns to the next level. The objective was simple but ambitious: to grow the revenue of the accounts while simultaneously improving ROAS through innovative use of technology and automation.
We implemented a custom analytics setup with Precis’ proprietary bidding algorithm to optimise for profit over revenue. By combining a tailored attribution model, product feed enhancements, and precise audience targeting, we improved bidding efficiency and boosted ROAS.
Custom based attribution modelling
Through a better understanding of the entire customer journey, highly profitable keywords were identified that were previously undervalued in budgeting and bidding. By increasing bids and better-allocating budgets on these keywords, it was possible to increase revenue while improving efficiency.
Tailored audiences
Leveraging the long history from Cellbes’ days as a catalogue company, highly specific, segmented audiences were created based on previous offline buyers. Alongside similar audiences from these new lists, we were able to bid more for even the most generic keyword segments, which helped drive the improved ROAS and revenue numbers.
Feed refinement & structural improvement
A complete update to the product feeds lead to product titles and attributes optimised for maximum reach and sales on Google Shopping. Traffic from Shopping reached higher levels without the need to bid higher or more aggressively. This, together with Precis’ in-house developed Shopping campaign structure, ensured immediate and future success on the increasingly important channel that is Google Shopping.
Fully automated bidding set up to work with profit margins enabled automatic profit optimisation for every keyword. Bidding based on profit made it possible to advertise Cellbes’ entire product catalogue despite varying margins effectively. More products to advertise with vastly enhanced bidding created the foundation for groundbreaking PPC success.
Steffan Kaufmann
CEO Aarhus
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