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Transcend - PPC & CRO CASE STUDY
How we grew revenue by 70% year-on-year
The problems our client faced
Poor website UX, was turning away potential customers with poor page structure and navigation issues.
The client was in direct competition with resellers in Search and Shopping ads, and used an uncapped bid strategy which drove up their cost per click.
The CPAP market is highly regulated and highly competitive making it challenging to compete on generic keywords in this market.
WHAT WE DID
Step 1
Intentional ad structuring
We restructured ad groups to focus on niche search terms and created highly relevant ads targeting specific queries like “quiet” “mini CPAP” and “CPAP for camping” resulting in outperforming broad category-based ads from competitors.
Step 2
Revamped product pages
We optimised the product page to apply a user-friendly layout, clear information hierarchy and detailed product descriptions. This improved UX led to add-to-cart actions climbing by 41.5%
Step 3
Brand Bid Control
By updating the brand campaign bid strategy, we helped the client reduce overbidding on brand queries, using portfolio bid caps set at $7.85. This allowed CPCs to be controlled and maintained.
Step 3
Generic Campaign Launch
We added generic search ads to our campaign to reduce reliance on the PMax black box. We targetted high-volume keyword themes within the Travel CPAP and Portable CPAP niche for greater control over performance and targetting
Step 5
Ad Copy Matched Search Intent
We tailored ads based on keyword research insights, breaking them into niche groups to match specific use cases, maximising relevance to our audiences.
Step 6
Solving Barriers to Purchase
We launched surveys to identify blockers preventing completed purchases, including reasons for leaving the product page, purchasing hesitations and missing information on the descriptions so we could update the page effectively.
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THE RESULTS
Data-Driven Wins
Surpassing the client’s initial targets of 50%
in ROAS by optimising ad campaigns
improvement
in add-to-cart cart conversion rates.
CONTINUING THE OPTIMISATION
Optimisation On All Fronts
From ad creative and messaging to website UX and add-to-carts, we make sure the user journey is fully optimised
Continuous Iterative Testing
Testing what works from the get-go allows us to help our clients make informed, data-driven decisions.
Remarketing & Multi-Touch
No buyer purchases on the first click. Our tailored strategic approaches drive repeat website visits for real conversions
Making It Personal
We cut through the marketing noise by offering personalisation at scale for meaningful engagement
Stephanie Walters
Head of Demand Generation
Stephan Marais
Head of SEO
Cristiano Winckler
Director of Digital Operations
