OUTSORCE THE SEM MANAGEMENT
La Nevera Roja is a leading company in Spain in food delivery. It is a company founded by two young entrepreneurs. They began managing SEM campaigns internally until 2012, when they decided to trust us to manage their SEM accounts. The goal was to increase sales capture via campaigns in Google AdWords and Bing Ads.
INCREASE SEM SALES
They had their objective clear. They needed to increase their monthly order’s volume and to cut down their average CPA. After a deep analysis of their accounts’ historical and a market analysis we stablished which points should be improved so as to fulfil our KPIs. We first restructured all the campaigns to optimize the CPA.
To reduce costs without damaging SEM sales’ volume, we slashed keywords’ use in wide concordance and multiplied by 6 the negative keywords number of the account.
When restructuring the campaign, we specially focused in devices’ campaigns distinction and in searches’ geographic component, paying attention to geo-segmentation, both, local and entering in detail of large cities neighbourhoods’ conversion rate.
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MORE THAN DOUBLED SALES
We increased CTR in a 70%, in relation to its previous structure, via restricting the wide concordances’ use and adding more negative terms to the account. Furthermore, we achieved a better conversion rate, which allowed us to increment sales by a 51% through SEM campaigns, and at the same time we were able to cut down the CPA by a 30%.