Case Study: Reducing Branded CPC for Tynte Flowers with Strategic Google Ads Management

Client Overview:

Client: Tynte Flowers
Industry: Floristry
Location: Adelaide, South Australia
Objective: Reduce branded CPC while maintaining a robust impression share to enhance ROAS.

Challenge:

Tynte Flowers, a leading florist in Adelaide, was experiencing high CPCs in their Google Ads campaigns. The challenge was to reduce these costs without sacrificing ad performance, particularly in terms of visibility and impression share.

Solution:

Our approach at BoBo Digital, a seasoned Google Ads agency in Adelaide, was to implement a refined keyword and bidding strategy, segregating campaigns into Pure Brand and Brand Plus categories, each tailored to capture different search intents effectively.

Approach and Implementation:

1. Pure Brand Campaigns:
   • Keywords Used: Exact matches like [Tynte Street Flowers] and [Tynte Flowers].
   • Strategy: Set on a max clicks bidding strategy with an initial high bid to secure top ad placements. Systematically reduced the max CPC while monitoring performance metrics.
   • Goal: Capture high-intent searches directly related to the brand at a reduced cost.
2. Brand Plus Campaigns:
   • Keywords Used: Variations and service-specific terms like "Tynte Flowers delivery" and "Tynte Flowers Adelaide."
   • Strategy: Managed with a focus on capturing users searching for related services while optimizing bids to balance cost and visibility.
   • Goal: Expand reach within brand-related searches to include service and location-based queries.
3. Continuous Optimization:
   • Techniques: Regular monitoring and adjustments based on impression share and Absolute Top Impression Share, using Google Ads analytics to inform decision-making and continuously decreasing the max cpc.
   • Outcome: Maintained a strong presence in search results while reducing overall expenditure on ads.

Results:

• CPC Reduction: Achieved a significant reduction from $1.00 to $0.14 in CPC for Pure Brand campaigns.
• ROAS Improvement: Increased ROAS from 25:1 to 132:1.
• Impression Share: Successfully managed to keep a high impression share throughout the campaign period, ensuring brand visibility and top-of-mind awareness among potential customers.

Conclusion:

This case study exemplifies how strategic bidding and keyword segmentation can profoundly impact Google Ads performance. BoBo Digital’s expertise in PPC management not only reduced Tynte Flowers' advertising costs but also maximized their ad spend efficiency, demonstrating our capability as a leading PPC expert in Australia.

To see how BoBo Digital can transform your Google Ads performance and reduce your branded CPC, contact us today for a free audit.

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