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Google Case Study:

Home Improvement Retailer

SEM Category Spend Optimization

  • Home Improvement Advertiser challenged with optimizing their large-scale Paid Search program by identifying areas of overspend ​

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  • LiftLab launched experiments and produced a marginal profit yield curve that revealed some product category campaigns were past the point of diminishing returns​

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  • By scaling back spend to optimal levels, the estimated annual marginal ROI was $680K​

SEM Yield Curve Experiment Design

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Result:

Annual Marginal Profit of $680K Uncovered​

Based on results:

  • Advertiser implemented new bid strategies and target KPIs to spend more efficiently​.

  • Advertiser has expanded LiftLab experimentation strategy to additional product categories to further optimize their Paid Search program

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