Challenges
The Net Return needed to overcome the challenge of scaling performance on their Google and Meta campaigns. More specifically, they had the following problems:
- Campaign Fragmentation: Their Google campaigns, specifically the shopping and Performance Max campaigns, were scattered and lacked consolidation, hindering optimisation and overall performance
- Inaccurate Segmentation: The product range within their PMax campaigns wasn’t segmented effectively, leading to suboptimal retargeting sequences
- Misaligned Targeting: The campaign objectives on Meta didn’t align with the company’s goals, resulting in inefficient campaign performance
Emphasis Imbalance: The focus was disproportionately skewed towards awareness-building, neglecting cold audience targeting with high purchase intent
Solution
When challenges pop up, smart solutions step in.
The Blue Sense Digital team rolled up its sleeves to tackle The Net Return Australia’s issues head-on. Through clever campaign merging, focused product grouping, smarter objectives, and a shift in focus, a powerful strategy emerged:
- Strategic Consolidation: Blue Sense Digital unified fragmented campaigns, streamlining Google shopping and PMax campaigns to enhance optimisation
- Precise Segmentation: A systematic PMax campaign restructuring ensured accurate asset group separation, optimising retargeting channels
- Targeted Objectives: On Meta, campaigns were realigned with business goals to maximise campaign performance
- Holistic Emphasis: A shift towards direct cold audience targeting with purchase intent was introduced, supplementing awareness efforts
The action-steps we took to realise those actions included:
- Consolidated PMax and shopping into a single Performance Max Campaign, supplemented by a Brand Search Campaign to prevent overinflated results
- Methodically restructured PMax campaigns, minimising changes and optimising efficiency
- Segmentated the product range into 4 asset groups within PMax, optimising spend to asset ratios
- Launched low-budget Cold Targeting Dynamic and Manual Search Campaigns for missed high-performing terms
- Restructured Meta campaigns with a focus on testing and performance-based structures
- Introduced conversion-driven retargeting on Meta to address customer hesitations