Developing a Customized Paid Search Data Analytics Solution
Explore how Catalyst developed a custom analytics solution for our client, solving complex data challenges and enabling optimizations towards true revenue for the brand’s U.S. paid search campaignsResults Summary
The Challenge
Optimizing Based on TRUE Revenue
Catalyst’s B2B client required a revenue-based optimization strategy to effectively achieve their paid search goals.
However, Google Search Ads 360 (SA360) did not account for offline and post-sale adjustments to the client’s revenue, making revenue data in SA360 inaccurate.
In the absence of true revenue data, correlations between revenue performance and optimizations were directional.
“Catalyst is continuing to up the game and push us towards our goals. We’ve been learning from Catalyst every step of the way and the work is ultimately delivering for the business in a huge way.”
– Global B2B Advertiser
Goals
Strategy and Execution
A Custom Data/Analytics Solution & Robust Testing Framework
To achieve the client’s goals, Catalyst created a custom solution that married SA360 data with offline revenue data, allowing teams to optimize based on true revenue. Uploads of offline data are now a continuous process, with a majority happening within four hours. The availability and recency of offline data now enables Catalyst to activate dynamic bid strategies around it.
Once the data was uploaded, Catalyst created a testing program to assess how an updated ROAS-based bid strategy performed against the existing CPA-based bidding strategy. Catalyst ran both sets of campaigns without a bid strategy for two weeks to calibrate their performance and ensure traffic was being divided evenly.
The
Results
The solution successfully improved ROAS and increased revenue. Given the results, it will be implemented beyond the U.S. market, increasing revenue and results on a global scale
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Digital Marketing AnalyticsThe Results
- 28% Improvement in ROAS
- 66% Increase in Revenue over CPA campaigns
What Clients Are Saying
“Catalyst consistently provides strategic analyses and clear recommendations that improve our performance. They are true search experts, and have taken the time to educate us and help us optimize every aspect of our campaigns.”
- Fortune 500 Brand
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