There were 2 key factors would be decisive in achieving ROI goals:
- Improve Campaign Conversion Rate
- Decrease Cost per Acquisition (CPA)
C2C made a significant number of multi-faceted changes to the account such as discarding poor performing keywords, new products were integrated, new bid strategies and adjustments implemented, landing pages tested and updated alongside ad-copy quality assurance tests and A/B testing carried out. C2C carried out a complete overhaul of the campaign with constant daily optimisation and analysis.