CONVERTING CLIENT FROM CPC TO CPA INCREASES VOLUME & ROAS

Outcomes

51% increase in Return on Ad Spend YoY

4% reduction in CPA

Approach

The Perform^[cb] Agency team is always combing the data, looking to identify ways that clients could optimize their ad spend. During one data deep dive, the team identified a significant cost inefficiency for this well-known athletic brand’s paid search partner. The Agency team recommended an alternative solution and recruited an affiliate partner who has been able to increase overall channel performance while working on a cost-per-action (CPA) model.

Results

Perform^[cb] Agency was able to modify a traditional Cost per Click (CPC) campaign to work on a CPA model. In doing so, the advertiser’s risk and CPA were lowered, while increasing their return on ad spend (ROAS) by 51%.

This partnership has been a win-win for both the advertiser and publisher and has incentivized both teams to work cohesively to optimize this channel, across all three major search engines (Google, Bing, and Yahoo).