GSMweb and Conversive had a long-term partnership for running performance campaigns.
These campaigns feature a wide range of products, ensuring consistently high performance at the best cost and efficiency within the structure of all providers and mobile phones.
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About GSMweb
GSMweb is the largest independent mobile price fighter in the Netherlands. In addition to offering the most affordable mobile subscriptions from major providers (T-Mobile, Tele2, KPN, Telfort, Ben, Vodafone, and Lebara), GSMWEB.nl also provides the latest devices from well-known brands (Apple, Samsung, Huawei, etc.).
Challenge
The structure consisted of a separate campaign for each type of device, which was further specified in the ad groups. The result of this was a massive campaign structure with little clarity. Conversive faced the challenge of completely restructuring it into an efficient layout, resulting in a well-organized account that allows for efficient work and optimization.
Solution
Conversive revamped the entire campaign structure by combining providers with phone brands, device types, and corresponding subscription forms. Each campaign features a single responsive text ad. The advantage of this approach is that, through Google Machine Learning, these campaigns perform better as the content is precisely tailored to the search behavior of potential customers.
Results
Learning phase
Google requires up to two weeks to analyze the selected bidding strategy in combination with existing campaign data and similar campaigns from companies in the same industry. During this period, the campaign is live, but optimal results may not yet be achieved. This is because Google is still refining the best application of the chosen bidding strategy and costs.
Analysis
Two weeks after the campaign structure within the GSMweb account was revamped, Conversive analyzed performance based on the best-performing campaigns, focusing on the highest number of conversions at the best CPA (cost-per-acquisition). Subsequently, the performance of each headline and description was assessed. Conversive then consolidated the top-performing headlines and descriptions into a single responsive text ad, and a 50/50 experiment was conducted over one month.
Experiment
Google Ads offers the ability to conduct experiments. Conversive utilized this feature by creating a concept and then selecting the relevant campaign for the experiment. The next step is to choose the ratio in which the two campaigns will be displayed, with Google recommending an equal distribution, or 50/50. Google creates a copy of the existing campaign, allowing for adjustments to be tested. Finally, the duration of the experiment is determined, which, in this case, was one month.
Results
The experiment revealed that the best campaign, featuring the most displayed headlines and descriptions, achieved a 4% lower CPA with 23% more conversions. This successful reduction in CPA met the objective. Consequently, Conversive decided to update the existing responsive text ads with the newly tested headlines and descriptions. Using the ‘apply’ button, the results of the experiment can be quickly and easily implemented across all live campaigns.
Review
“Conversive is a top company. They have elevated the online marketing for gsmweb.nl to a much higher level. The team listens exceptionally well to your needs and translates them into a perfect online marketing concept (AdWords and banner campaigns).”
— Owner GSMweb
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