Campaign Optimization Case Study
Evaluating and Optimizing Paid Campaign Performance for an FMCG Company
Introduction
An FMCG company specializing in hair oil partnered with NettScience to evaluate the performance of its paid advertising campaigns and optimize them for better results. Despite significant investments, the company faced challenges in measuring effectiveness and improving ROI. NettScience leveraged advanced marketing analytics to assess campaign performance, identify gaps, and recommend actionable strategies that increased traffic quality, conversion rates, and overall ROI.
Key Challenges
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Low Conversion Rates: The PPC campaigns were driving clicks but failing to convert visitors into customers effectively.
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Limited Awareness Impact: Display ads generated impressions but lacked engagement, reducing their impact on brand recognition.
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Poor Targeting: Both campaign components struggled to attract the right audience, leading to wasted ad spend.
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Lack of Insights: The company lacked a robust framework to evaluate campaign performance and optimize strategies based on data-driven insights.
Our Approach
Campaign Performance Analysis
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Conducted a detailed analysis of click-through rates (CTR), cost-per-click (CPC), conversion rates, and impression metrics for both Display Ads and PPC campaigns.
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Used heatmaps to understand user behavior on landing pages and identify drop-off points.
Audience Segmentation
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Leveraged demographic, behavioural, and psychographic data to segment audience into groups
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Identified high-value segments most likely to convert based on historical purchase data and online activity patterns.
Optimization of Display Ads
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Refined ad creatives with more engaging visuals and messaging tailored to the target audience’s preferences.
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Shifted ad placements to high-performing websites with relevant content (e.g., beauty blogs, hair care forums).
PPC Campaign Improvement
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Implemented keyword optimization by focusing on high-intent search terms such as “best hair oil for growth” and “natural hair care products.”
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Enhanced landing pages with clear calls-to-action (CTAs), simplified navigation, and optimized content for mobile users.
A/B Testing
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Conducted A/B tests on ad creatives, targeting criteria, landing page designs, and promotional offers to identify the most effective combinations.
Performance Tracking & Reporting
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Developed dashboards to monitor real-time campaign metrics such as CTR, CPC, conversions, and ROI across both channels.
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Provided actionable insights through weekly reports to guide iterative improvements.
Results Achieved
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Increased Traffic Quality: Higher engagement rates from Display Ads (+25%) led to more qualified visitors reaching the website.
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Improved Conversion Rates: PPC campaigns generated a 25% increase in conversions due to better targeting and optimized landing pages.
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Enhanced ROI: The company reduced wasted ad spend by focusing on high-performing keywords and placements, achieving a 25% improvement in overall ROI.
Get in Touch
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