PPC Campaign Win: Boosting PPC Performance with Strategic SegmentationBy Emma
In the world of digital marketing, especially when leveraging Meta's advertising platforms, adaptability is key. Meta has been shifting its focus towards Advantage+ campaigns while phasing out more detailed targeting options. This shift marks a significant change from the long-standing best practice of segmenting data to create highly targeted and relevant ads.
While it's important to test and adapt to these new approaches, sometimes stepping outside the conventional playbook can yield remarkable results. Here’s how we recently did just that for one of our clients.
The Challenge: Optimizing Remarketing Performance
Meta’s Advantage+ promises simplicity and automation, but we wanted to explore whether a more hands-on segmentation strategy could still deliver value. Our goal was to see if dividing product types across ad sets would help the algorithm perform better and drive better results.
The Approach: Segmented Remarketing
We segmented a single remarketing audience into multiple ad sets, each promoting a different product type at the ad level. For example:
- Ad Set 1: Sofa beds only
- Ad Set 2: Armchairs only
- Ad Set 3: Coffee tables only
- (And so on, up to six distinct ad sets)
Although the same audience was targeted in each ad set, the creatives and products displayed were specific to the ad set's product category. The idea? Allow the algorithm to learn how different segments of the audience interact with specific product types. This refined data analysis helps the system optimize performance on a product-by-product basis.
The Results: A Game-Changing Win
The results speak for themselves:
- Conversion Rate: Increased by 2.43% month-on-month (MoM)
- Revenue: Jumped by a staggering 539% MoM
- Ad Spend: This did increase by 40%, but the overall budget for this campaign remains low.
While some of this growth could be attributed to seasonality, the data suggests that segmentation played a crucial role. Even with the additional spend, the return on investment has been strong.
Why This Worked
By splitting the product categories into separate ad sets, we allowed Meta’s algorithm to fine-tune its delivery. Even though the audience remained constant, the system could better analyse and optimise the performance of individual products.
Key Takeaways
- Test, test, test: Don’t be afraid to experiment with campaign structures, even when platform recommendations lean towards simplicity.
- Leverage segmentation strategically: Even with automated systems, breaking down your campaigns by product type or creative can unlock new opportunities.
- Monitor and optimize: Analyse your data regularly to refine your approach based on performance trends.
Contact us today to explore how we can transform your PPC performance and drive measurable growth for your business. Let’s make your campaigns work smarter, not harder.
