Escape Game Room +357% Conversions at almost HALF the price
Daniils Visnakovs
Case Study: Campaign and Auction Data Analysis for an Escape Game Room in North Rhine-Westphalia, Germany (July - November 2023 and ongoing)
21 → 75 conversions (357,14% Increase)
211,15% ROAS → 534,20% ROAS (252,99% Increase)
Cost / conv. 57,05€ → 23,13€ (40,54% Decrease)
Background: My client, an Escape Game Room located in North Rhine-Westphalia, Germany, sought to increase market visibility and conversions through targeted Google Ads campaign management.
Objectives:
To enhance the share of possible impressions in the competitive Escape Game market in Dusseldorf area.To increase the number of conversions from the ad campaigns. (direct web bookings)
Approach:We implemented a dynamic strategy focusing on auction data analysis and continuous campaign optimization to adjust bids, refine targeting, and improve ad placements. New and clean conversion tracking was implemented for ROAS targeted campaigns.
Results:
Auction Data: Share of Possible Impressions
July: Began with a modest 14.89%, indicating initial market entry.
August: A significant jump to 55.67% demonstrated increased visibility and more effective ad placements.
September: Stabilized at 24.64%, maintaining a solid presence.
October: Further increased to 41.32%, showing competitive strength.
November: Peaked at 47.65%, marking a notable improvement in market positioning.
Campaign Data: Conversions
July: Started strong with 19 conversions; 213,69% ROAS.
July 2023
August: Slight dip to 15 conversions, possibly due to seasonal trends or strategy adjustments.
September: Increased to 22.75 conversions, indicating a positive response to optimization.
October: Jumped to 55.25 conversions, reflecting effective campaign adjustments and improved targetin; 369,30% ROAS.
November: Stabilized at 53 conversions, maintaining high performance; 294,27% ROAS.
December 24th (case study): 75 Conversions, 534,20% ROAS.
December 24, 2023
December 2022 in comparison:
21 → 75 conversions (357,14% Increase)
211,15% ROAS → 534,20% ROAS (252,99% Increase)
Cost / conv. 57,05€ → 23,13€ (40,54% Decrease)
December 2022-2023 Comparison:
Scaling from the client's best month, December saw a transformative 357.14% increase in conversions (from 21 to 75), a 252.99% increase in ROAS (from 211.15% to 534.20%), and a 40.54% decrease in cost per conversion (from €57.05 to €23.13), marking a period of unprecedented growth and efficiency.
Notable Improvements:Market Positioning: The steady increase in the share of possible impressions reflects successful market positioning, indicating more visible and effective campaigns in a competitive environment. The advertising budget was increased from €700 to nearly €3000 per month to fuel this growth.
Conversion Numbers: A significant rise in conversions from July to October, followed by consistent performance in November, demonstrates successful campaign optimization and effective targeting.
Conclusions:The data illustrates a continuous improvement in campaign efficiency and effectiveness over the months. Increasing market penetration and improved conversion rates are clear indicators of an effective campaign strategy and execution. These trends serve as a solid foundation for future campaign planning and optimizations to continue this trajectory of success.
Client Constraints: Despite the positive trends, the client chose not to increase budgets further due to capacity limitations in accommodating the surge in demand.
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Posted Jan 18, 2024
Conversions +357,14% Increase 211,15% ROAS → 534,20% ROAS (+252,99% Increase) Cost / conv. 57,05€ → 23,13€ (-40,54% Decrease)
