Boosting Quality Traffic While Lowering CPCs: Global Leader in Luxury Skincare Optimizes Non-Brand Search Using Value-Based Bidding
A global leader in skin care, makeup, and fragrance products, boasting a portfolio of more than 20 brands faced a challenge with Non-Brand Search, which is a highly profitable tactic but one of the most difficult to optimize.
To optimize Non-Brand Search, the solution employed value-based bidding in Search Ads 360. Rather than focusing on target return on ad spend (tROAS) or maximizing clicks, InfoTrust collaborated with the client to leverage their extensive user interaction data in Google Analytics 4 for identifying high-value actions (HVAs) suitable for optimizing bidding. The client aimed to drive an increase in quality traffic that is most valuable to the brand.
A matched market test was conducted to evaluate the impact of the VBB bid strategy on traffic efficiency and quality compared to the previously utilized Max Clicks bid strategy. The VBB test cell achieved a significantly more efficient cost-per-click (CPC) of $18.73, compared to $25.88 for the Max Clicks strategy, representing a 28 percent reduction. Additionally, VBB generated more engaged traffic, evidenced by a 15 percent stronger HVA cost per acquisition (CPA) and 13 percent stronger HVA return on ad spend (ROAS). These findings demonstrate that VBB successfully drove more qualified traffic more efficiently than the Max Clicks strategy, indicating its potential to enhance overall traffic while improving website engagement.
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