A CREDIT UNION CLIENT

Before implementing our budget expansion strategy, we conducted an initial analysis of the PPC campaigns to establish a baseline and identify areas where increased spend could yield valuable insights. We found that existing budget constraints were limiting the amount of consumer journey data we could collect, resulting in:

• Limited impression share across high-intent keywords
• Gaps in understanding of upper-funnel touchpoints
• Insufficient data on cross-device user behavior

By increasing the budget, we anticipated:
• A more comprehensive view of the consumer journey from initial awareness to conversion
• A better understanding of the interplay between different campaign elements
• Improved ability to optimize based on a larger, more representative dataset

To address the challenge and achieve our objectives, we implemented a controlled budget expansion methodology focused on gradually increasing spend while carefully monitoring performance and data collection.
Our approach included:

Incremental Budget Allocation:
• Designed a four-week plan to increase the budget incrementally
• Raised the budget by approximately 50% of the original amount each week
• By the end of the fourth week, the budget had effectively tripled
Performance Monitoring:
• Maintained vigilant oversight of key performance indicators throughout the budget expansion period
• Focused on impression share across key campaigns to gauge visibility in the market
• Tracked the volume and quality of data being collected on user behavior
• Monitored efficiency metrics such as cost per acquisition (CPA) closely

Data Collection Focus:
• Expanded reach across various touchpoints in the user journey
• Gathered more diverse user interaction and behavior data
• Increased sample size for more reliable insights into user behavior
• Maintained a careful balance between expanding data collection capabilities and maintaining campaign performance Throughout this process, we combined our deep expertise in Google Ads with a data-driven methodology to ensure the success of the campaign.