Collagen-
Suppliment
- Category Foods
- Client Collagen
- Start Date August 1 – 31, 2023
- Handover April 1 – 30, 2024
Data Meets Strategy: Collagen Foods Case Study and Analysis
Before (August 1 – 31, 2023)
- + Cost / Conversion: $7.05
- + Average CPC: $0.94
- + Total Cost: $16.7K
- + Purchases/Sales: 259K
After (April 1 – 30, 2024)
- + Cost / Conversion: $10.13
- + Average CPC: $1.49
- + Total Cost: $91K
- + Purchases/Sales: 1.15M
Key Observations
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1. Huge Increase in Total Conversions (Purchases/Sales)
Jump from 259K to 1.15M indicates an aggressive scale-up in reach or that the product/offer gained significant traction.
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2. Substantial Rise in Total Ad Spend
Cost increased from $16.7K to $91K, reflecting a major budget expansion to capture a larger audience.
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3. Higher Cost per Conversion
CPA rose from $7.05 to $10.13. While it’s more expensive on a per-conversion basis, this might be acceptable given the much larger volume of sales.
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4. Increase in Average CPC
Average cost per click rose from $0.94 to $1.49, likely indicating more competition, broader audience targeting, or different bidding strategies.
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5. Possible Reasons Behind These Changes
- ✦ Scaled Budget & Broader Reach: Expanding daily/monthly budgets can quickly multiply conversions, though it often pushes up cost per conversion.
- ✦ Shifts in Keyword Targeting & Competition: Entering more competitive or higher-intent keyword auctions can raise CPC.
- ✦ Improved Creative & Landing Pages: While costs rose, superior ad creatives or landing pages could still drive higher overall volume.
- ✦ Seasonality or Promotions: Seasonal trends or special offers can dramatically increase conversions while also drawing more competition.
Case Study: From Moderate Returns to High-Volume Growth
Initial Challenges and Goals
- Challenge: The client wanted to significantly expand their market presence, boosting monthly conversions from the thousands into the hundreds of thousands.
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Goals:
- – Scale Conversions to position the brand as an industry leader.
- – Maintain Profitability despite a higher overall cost.
- – Optimize Ad Creative & Bidding to reach new audiences effectively.
Our Approach
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1. Strategic Budget Increase
- Phased Scaling: We gradually increased daily budgets based on performance data, ensuring we didn’t overshoot profitability metrics.
- Campaign Segmentation: Separated high-intent keywords/products from broader awareness campaigns to manage them with different budget allocations.
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2. Refined Keyword & Audience Targeting
- Broad Match + Smart Bidding: We tested broader match types with automated bidding strategies (Example: Target ROAS or Max Conversions) to capture more search volume.
- Audience Layering: Added remarketing lists and in-market audiences to more precisely allocate higher bids to users with stronger purchase intent.
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3. Ongoing Creative & Landing Page Optimization
- A/B Testing: We continuously iterated on ad copies and headlines to improve click-through rate (CTR) and Quality Score.
- Landing Page Improvements: By aligning landing pages with user search intent, we maximized conversion rates even under higher traffic volumes.
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4. Performance Monitoring & Adjustments
- Daily Tracking of CPA & CPC: Allowed for real-time adjustments in bidding, ensuring cost per conversion stayed within acceptable margins.
- Cross-Channel Insights: Leveraged data from social ads and organic search to refine targeting strategies in Google Ads.
Results & Improvements
- Purchases/Sales: Increased from 259K to 1.15M (over 4x growth)
- Budget Usage: Grew from $16.7K to $91K, reflecting a strategic scale-up
- Cost per Conversion: Rose from $7.05 to $10.13, but remained profitable given the vast volume increase
- Average CPC: Increased from $0.94 to $1.49, likely due to more competitive auctions and broader targeting
Key Takeaways & Lessons Learned
- Scaling Often Increases CPA: Accepting a higher cost per conversion can be worthwhile if the overall increase in profitable conversions is substantial.
- Budget & Targeting Must Align: To successfully scale, you need precise audience segmentation and consistent monitoring to avoid wasted spend.
- Creative & Landing Page Optimization is Ongoing: Even as you scale, regularly A/B testing and fine-tuning your user experience pays dividends.
- Data-Driven Decisions are Crucial: Real-time tracking of key metrics allows timely refinements, helping maintain acceptable margins while growing volume.
By methodically increasing budgets, refining targeting, and continuously optimizing creative and landing pages, we helped our client expand conversions from a few hundred thousand to over a million while maintaining a profitable cost per conversion. This case highlights how data-driven scaling can lead to substantial market growth even in competitive advertising environments.
To explore how we can implement a strategic growth plan for your Google Ads campaigns, contact us today. We look forward to driving impactful results for your business.
From 259K to 1.15M Sales: Unlocking 4.4X Growth with Strategic Optimization—Explore the Journey!
- Cost / Conversion: $10.13
- Average CPC: $1.49
- Total Cost: $91K
- Purchases/Sales: 1.15M
For those of us who are blessed with good sight. So we seldom consider it. That’s why going off to investigate the whys and hows involved is a little like trying to get behind the wind