Improving budget efficiency through dynamic keyword managemenT
SUMMARY
Treatwell is the leader in Europe for booking beauty treatments with more than 45K salons and 100M yearly managed reservations, therefore having a strong advantage in the SERP. As a result, the task was to reallocate the budget spent on brand campaigns to avoid any overlap with conversions already covered by organic performance. The aim was to come up with a brand-new budget structure that could improve efficiency without affecting SERP positioning and brand keywords conversions.
At Booster Box we designed a tool collecting SERP position of queries before matching those with exact match keywords on Google Ads, pausing keywords with higher SERP position accordingly, thus unlocking keywords with a lower one. Thanks to such device, keywords could be paused or enabled depending on their SERP rankings. Brand campaigns spend decreased by a whopping 67% from November to December 2021. As an outcome and afterwards, up to 80% of former branded keywords budget was then freed up and diverted to other campaigns.
%
Budget saved in the first 2 months
%
Budget diverted Afterwards from anyway happening conversions
THE CHALLENGE:
Improve budget allocation efficiency without affecting SERP positioning and brand keywords conversions.
THE SOLUTION:
A brand new tool collecting the SERP position of queries before matching those with exact match keywords on Google Ads, pausing keywords with higher SERP position and unlocking keywords with a lower SERP one.
DECREASED SPEND ON BRAND CAMPAIGNS
MORE EFFICIENT BUDGET ALLOCATION TOWARDS INCREMENTAL PROFITABLE KEYWORDS
Booster Box’s dynamic keyword management pulled the plug on non-incremental conversions, leading Treatwell to devoting funds to the most effective touchpoints whilst diverting budgets from ads where customers would have organically converted anyway.
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