{"id":13875,"date":"2025-07-23T00:00:00","date_gmt":"2025-07-23T00:00:00","guid":{"rendered":"https:\/\/e-dialog.group\/success-story\/fressnapf-12-higher-margin-thanks-to-value-based-bidding\/"},"modified":"2026-02-26T19:50:34","modified_gmt":"2026-02-26T19:50:34","slug":"fressnapf-12-higher-margin-thanks-to-value-based-bidding","status":"publish","type":"success-story","link":"https:\/\/e-dialog.group\/en\/success-story\/fressnapf-12-higher-margin-thanks-to-value-based-bidding\/","title":{"rendered":"Fressnapf: 12% higher margin thanks to value-based bidding"},"content":{"rendered":"<div id=\"basic-content-block_a756409caffd21eaaed69699565d5199\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h2>Challenge<\/h2>\n<p>Fressnapf&rsquo;s business objective is to maintain its growth rate and profit margin. One of Fressnapf&rsquo;s biggest challenges in customer retention is finding high-value users with strong potential in order to improve marketing efficiency. Since Google Ads is an important acquisition channel, Fressnapf identified the opportunity to test profit bidding and an additional conversion value assessment to optimize results toward its goals.  <\/p>\n  <\/div>\n<\/div><div id=\"highlight-text-block_2784c5b7b88808cbded064cf907b0c52\" class=\"highlight-text block block--highlight-text\" data-title=\"\">\n  <div class=\"highlight-text__content content\">\n    <svg class=\"content__decoration\" width=\"292\" height=\"292\" viewbox=\"0 0 292 292\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n      <circle cx=\"146\" cy=\"146\" r=\"113.5\" stroke=\"#FBC105\" stroke-width=\"65\"><\/circle>\n    <\/svg>\n    <h3 class=\"content__hl\">The results of our first value-based bidding test exceeded our expectations. The increase in our margin was impressive, and cost per click even decreased compared to the control campaign. <\/h3>          <div class=\"content__text\"><p><cite>Jacques Penasse, <\/cite><cite>SEA Expert, Fressnapf<\/cite><\/p>\n<\/div>\n              <svg class=\"content__question-mark\" width=\"40\" height=\"38\" viewbox=\"0 0 40 38\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n        <path d=\"M35.216 0.968261C38.0873 5.66466 39.523 10.4034 39.523 15.1844C39.523 19.4154 38.4673 23.456 36.3561 27.3062C34.2026 31.1987 31.099 34.7527 27.0454 37.9683L22.1684 34.9854C21.7462 34.7316 21.4506 34.4142 21.2817 34.0334C21.1128 33.695 21.0283 33.3565 21.0283 33.018C21.0283 32.6372 21.1128 32.2776 21.2817 31.9391C21.4506 31.6006 21.6406 31.3045 21.8517 31.0506C22.4007 30.4159 22.9918 29.6755 23.6252 28.8293C24.2163 27.9831 24.7653 27.0523 25.272 26.0369C25.7787 25.0637 26.2009 23.9848 26.5387 22.8002C26.8765 21.6155 27.0454 20.3462 27.0454 18.9923C27.0454 17.5537 26.8132 16.0094 26.3487 14.3593C25.8842 12.7516 25.1031 11.0592 24.0052 9.28215C23.6252 8.68982 23.4352 8.09748 23.4352 7.50514C23.4352 6.15123 24.1952 5.19925 25.7153 4.64922L35.216 0.968261ZM14.1879 0.96826C17.0592 5.66466 18.4948 10.4034 18.4948 15.1844C18.4948 19.4154 17.4392 23.456 15.3279 27.3062C13.1745 31.1987 10.0709 34.7527 6.0173 37.9683L1.1403 34.9854C0.718045 34.7316 0.42247 34.4142 0.253567 34.0334C0.0846676 33.695 0.000221656 33.3565 0.000221685 33.018C0.000221718 32.6372 0.0846677 32.2776 0.253567 31.9391C0.422471 31.6006 0.612485 31.3044 0.823613 31.0506C1.37254 30.4159 1.96369 29.6755 2.59707 28.8293C3.18822 27.9831 3.73715 27.0523 4.24385 26.0369C4.75055 25.0637 5.1728 23.9848 5.5106 22.8002C5.8484 21.6155 6.01731 20.3462 6.01731 18.9923C6.01731 17.5537 5.78507 16.0094 5.32059 14.3593C4.85611 12.7516 4.07495 11.0592 2.9771 9.28215C2.59707 8.68982 2.40706 8.09748 2.40706 7.50514C2.40706 6.15122 3.16711 5.19925 4.68722 4.64922L14.1879 0.96826Z\" fill=\"#2A6CD0\"><\/path>\n      <\/svg>\n      <\/div>\n<\/div><div id=\"basic-content-block_dbf73b616f0e5308acd5af43b0ba8c57\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h2>Measures<\/h2>\n<p>Fressnapf decided to take its Google Ads campaign setup to the next level using value-based bidding (VBB, value based bidding). To do so, the company used the Google Ads API&rsquo;s offline conversion adjustment feature to adjust conversion values with margin information. Fressnapf used margin data to optimize its Google Ads campaigns. An A\/B test was then conducted, comparing the implemented value-based bidding strategy with the standard Shopping campaign setup.   <\/p>\n<h2>Results<\/h2>\n<p>The positive results for Fressnapf demonstrate the success of the VBB strategy. The company generated a 12% higher margin and 9% more visits to the website. <\/p>\n  <\/div>\n<\/div>  <div id=\"kpi-large-block_3d756153be850820d2ab752f9a7fc0ca\" class=\"kpi-large block block--kpi-large\" data-title=\"\">\n    <div class=\"kpi-large__content content\">\n      <ul>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#arrow-up\"><\/use>\n                <\/svg>\n                            <span data-count=\"12\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">higher margin<\/span>\n                                  <\/li>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#arrow-up\"><\/use>\n                <\/svg>\n                            <span data-count=\"9\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">more website visits<\/span>\n                                  <\/li>\n              <\/ul>\n    <\/div>\n  <\/div>\n","protected":false},"featured_media":13844,"template":"success-story-old.php","meta":{"_acf_changed":false},"categories":[445,446],"channel":[455],"country":[468],"goal":[466],"industry":[476],"c-year":[],"class_list":["post-13875","success-story","type-success-story","status-publish","has-post-thumbnail","hentry","category-analytics","category-campaigns","channel-search","country-germany","goal-performance-marketing","industry-telco"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Fressnapf: 12% higher margin with VBB | e-dialog<\/title>\n<meta name=\"description\" content=\"Fressnapf: 12% higher margin through data-driven value-based bidding in Google Ads \u2013 greater profitability and +9% website visits. Request a consultation now!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/e-dialog.group\/en\/success-story\/fressnapf-12-higher-margin-thanks-to-value-based-bidding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fressnapf: 12% higher margin thanks to value-based bidding\" \/>\n<meta property=\"og:description\" content=\"e-dialog\" \/>\n<meta property=\"og:url\" content=\"https:\/\/e-dialog.group\/en\/success-story\/fressnapf-12-higher-margin-thanks-to-value-based-bidding\/\" \/>\n<meta property=\"og:site_name\" content=\"e-dialog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/edialog.group\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-26T19:50:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/mobiliar-outage-tracker.png\" \/>\n\t<meta property=\"og:image:width\" content=\"920\" \/>\n\t<meta property=\"og:image:height\" content=\"713\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/success-story\\\/fressnapf-12-higher-margin-thanks-to-value-based-bidding\\\/\",\"url\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/success-story\\\/fressnapf-12-higher-margin-thanks-to-value-based-bidding\\\/\",\"name\":\"Fressnapf: 12% higher margin with VBB | e-dialog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/success-story\\\/fressnapf-12-higher-margin-thanks-to-value-based-bidding\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/e-dialog.group\\\/en\\\/success-story\\\/fressnapf-12-higher-margin-thanks-to-value-based-bidding\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/e-dialog.group\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/mobiliar-outage-tracker.png\",\"datePublished\":\"2025-07-23T00:00:00+00:00\",\"dateModified\":\"2026-02-26T19:50:34+00:00\",\"description\":\"Fressnapf: 12% higher margin through data-driven value-based bidding in Google Ads \u2013 greater profitability and +9% website visits. 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