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Rogers Communications is one of the largest communications and media organizations in Canada which experienced difficulties in broadening the scope of search marketing and keeping the costs low. To overcome this, they decided to devise an experiment for six weeks to compare broad match and phrase match keywords with a view to enhancing the conversion rate and reducing the CPA. This was complemented by the successful test done with the Fido division which saw the company adopt the broad match and Smart Bidding.
Objective
Increase conversions while maintaining or lowering CPA.
Platforms
Google Search Ads
Strategies Used
Broad match keywords, Smart Bidding
Results
60% increase in sales and 32% lower CPA for Fido division.
Increasing competition in the search landscape led to rising CPCs and limited growth opportunities.
Broad Match Experiment
Conducted a six-week test comparing broad match and phrase match keywords.
Smart Bidding Adoption
Implemented Smart Bidding across all business units.
Increasing competition in the search landscape led to rising CPCs and limited growth opportunities.
Increase in sales for Fido division
lower CPA for Fido division
Expanded search reach and improved campaign efficiency
Flonnect’s collaboration with AdSpyder illuminated a path to scalable, efficient digital advertising, providing a blueprint for continued growth. They were able to achieve better engagement on their extension with increased savings on ad spending.
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