T-Mobile Google Ads Campaign
Intro
In collaboration with e-dialog, T-Mobile switched its Google Ads account's conversion attribution to data-driven attribution, thereby gaining better insights, increasing conversions and conversion rate, and reducing costs.
Goals
- better understanding of conversions
- more conversions
- reduce Cost-per-Acquisition
Joan HobanDigital Business, T-Mobile
With AdWords Smart Bidding, we were able to optimally utilize Google’s bidding technology and analyze the interactions between general and brand-related keywords.
Joan Hoban, Digital Business, T-Mobile
Strategy
- Implementation of data-driven attribution in Google Ads
- Tests with Google Ads Smart Bidding strategies “Target CPA” and “Auto-optimized CPC”
- Use of drafts and experiments to analyze performance improvement
Measures
To acquire new customers and target groups, three fundamental steps were taken. First, the correct Floodlight dimensions were set up, containing information on the customer status of the respective users. Second, a bidding strategy had to be created that uses these Floodlight dimensions and re-evaluates the conversion value according to the customer status. Furthermore, the existing campaign setup had to be divided into new and existing customer campaigns.
Results
The combination of a data-driven attribution model and Smart Bidding in Google Ads resulted in 22% more conversions, a 23% increase in conversion rate, and a 27% reduction in Cost-per-Acquisition.
- % Conversions
- % Conversion Rate
- % CPA
