Let’s paint the scene (sorry- no more paint puns, promise): It’s 2020, General Paints (Colourtrend/Curator) are very successful at selling paint in stores. However, with stores closing due to the pandemic, they needed to shift to driving ecommerce sales, so we needed to shift strategy from awareness to website traffic, and quickly.

Like all good campaigns, we began by creating a solid plan. We created a 3-month plan of testing bid strategies to find the most efficient option. With 3 main campaigns live, we started A/B tests to compare bid strategies. Original campaigns were running on a max clicks strategy while tests were live at a max conversions strategy. Our hypothesis was that with the new bid strategy the volume of conversions would increase, but we needed to prove that this hypothesis was correct before moving 100% to the new bid strategy.

Turns out, we were right (of course we were). With a 28% increase in budget, we achieved:
• 46% CPC
• 59%Cost/Conv
• +31% conversion rate
• 208%+increase in conversions with a • 28%+ increase in spend.