Utilising SA360 Bidding with Microsoft Ads
Which? is a consumer rights brand focused on quality product reviews in a wide range of categories. They cover everything from limescale remover to personal pensions advice, potty training to convertible cars, and from secateurs to virtual reality headsets. They operate a subscription model for access to their paper and digital magazine.
35%
Decrease in CPA YoY
75%
Increase in average conversion volume
53%
Increase in spend YoY
The Challenge
Which? were already seeing significant performance uplift from smart bidding strategies in Google Search campaigns. Given that around 10% of total Search budget is spent through Microsoft, Which? needed a way to scale smart bidding to these campaigns also. Microsoft strategies were not an option due to limits with conversion volume, so Search Ads 360 smart bidding was used.
How we helped
Step 1
- Moving Microsoft campaigns onto SA360 strategies
- All non-brand Microsoft campaigns were synched with SA360 and smart bidding strategies applied.
- This directly led to a 35% drop in CPA while maintaining conversion volume.
Step 2
- Further gains were made by sharing the same portfolio strategy as the existing Google campaigns.
- Portfolio bidding allowed SA360 to focus on optimising performance across the entire portfolio, rather than treating Microsoft and Google campaigns separately.
Tell us your goals
We love a challenge
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1910%
increase display conversion rate year on year
x10
increase in revenue from display year on year
255%
increase in conversions year on year
OnePlus grows their global display campaigns with DV360
OnePlus is a high-growth tech company with offices across the globe. OnePlus partnered with Brainlabs to build a scalable, unified global marketing function and to boost sales of their range of mobile phones.
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71%
increase in conversions based on a before and after test
65%
increase in spending from increased keyword coverage
>16hrs
saved per week on builds and manual bid changes
Distrelec increases efficiency through automated SA360 inventory management
Distrelec distributes electronics, automation, measurement technology, IT, and accessories in Europe. They are in 18 territories and have a product catalog ranging in the 100,000s of SKUs.
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