KC HiLiTES Paid Media Case Study

The Highlights:

7x+ in-platform ROAS
+28% year over year

$1M+ profitable ad spend
+29% year over year

42% decrease in Cost per Purchase
year over year

The Challenge:

Acquire customers for high price point products specific to a niche audience that are interested in outdoors and offroad vehicles.

The Solution:

Proper use of creative by platform medium. Through continuous testing and utilizing data we were able to optimize our creative input to help drive optimal engagement while providing the information needed to drive conversions.

Digging into the data. We spend time scouring the data to help optimize how we are building our campaign and audience structure. This ultimately helped lower our CPA through efficient audience structuring with a simple campaign structure.

Landing page testing. We were able to set up multiple multivariate tests through different landing pages based on vehicle type. This allowed us to quickly see statistical significance in what drives on-site conversions.

The Results:

Through continuous testing and iterations of content we were able to help drive increased engagement, follows, and likes. The building of those engaged audiences allowed us to retarget high-intent people driving conversions. 

We noticed a 28% increase in ROAS while hitting over $1M in profitable ad spend. By targeting higher intent audiences with higher cost ad-types and lower intent audiences with lower cost ad-types we were able to lower cost per purchase by 42%.

International Education Evaluations Paid Media Case Study

The Highlights:

41% decrease in Cost Per Acquisition
year over year

56% increase in ROAS
year over year

33% decrease in spend with 13% increase in conversions
year over year

The Challenge:

International Education Evaluations came to us to improve the overall efficiency of their customer acquisition with strict CPA targets to achieve their profitability goals in a competitive international, niche market.

The Solution:

Prioritization of budget throughout the funnel.
After establishing clear goals and objectives we were able to successfully capture demand through a Google Ads strategy that prioritized low-cost conversions while also allowing us to compete for conversions against incumbents in the space.

Defining global targeting strategy. (Keep it simple)
Simplification of global targeting to leverage Google’s algorithmic learning to deliver ads based on search demand in regions IEE services, while excluding markets that IEE does not serve.

Cleaning up Keyword structure.
Eliminating overlap by separating branded and non-brand keywords. Keeping separation between competitor searches and non-brand searches which allowed us to control impression share and CPA.

The Results:

Through cleaning up the account campaign structure we immediately saw an increase in ROAS. However, through continuous testing and finding our limits we started achieving and surpassing more of our goals.

As our ROAS increased we noticed a 41% decrease in cost per purchase year over year. This allowed us to actually decrease spend by 33% while increasing conversions by 13%. This has set us up to scale the account more efficiently.