Case Studies
A controlled decline in CPCs for the DRAWER brand, in a tense bidding environment
A performance-based, cost-effective bidding strategy
-42
%
average CPC
+0,3
%
print rate
+52
%
de ROAS
The Challenge
Faced with widespread inflation in auctions, particularly for brand campaigns, Drawer saw the CPC for its brand keywords (exact and phrase) more than double in one year.
This increase can be explained by overall inflation, increased competition (new entrants), and the exclusion of the brand from SEARCH placements in Performance Max campaigns.
This situation jeopardized the profitability of the brand campaign and kept advertising costs under intense pressure.
The approach
The ikom agency tested a new bidding strategy for brand campaigns: relaxing the target tROAS in favor of max CPC capping via a dedicated portfolio strategy.
The goal was to reduce CPCs without compromising visibility.
The results
This approach has optimized costs while maintaining key positions on the SERP.
