Finding the perfect balance of traffic & campaign efficiency was a priority for a major banking institution. Pushing for too much traffic (through positional shifts) results in an increase in CPA, but losing traffic means less customers.
Through extensive keyword re-mapping, sophisticated bid strategy, and elimination of high cost, but low volume terms, we achieved a balance of traffic and customers at the right CPA for our client. Continuous testing and optimization further maximized the performance.
We captured 95% of all available traffic, and had 84% more conversions across all campaigns over one year.