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Google Case Study:
Home Improvement Retailer
SEM Category Spend Optimization
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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


Result:
Annual Marginal Profit of $680K Uncovered
Based on results:
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Advertiser implemented new bid strategies and target KPIs to spend more efficiently.
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Advertiser has expanded LiftLab experimentation strategy to additional product categories to further optimize their Paid Search program

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