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Savings.com's Smart ROAS Bidding Strategy

September 2017

About

Savings.com turned to Google’s Target ROAS bidding strategy to ramp up high-value sales for its clients.

Savings.com, Inc. is an online destination that offers coupons and deals that are redeemable at nationally recognized merchant web sites and stores.

Statistics

30%

increase in conversions

~30%

increase in gross profits at target ROAS

Goals

  • Savings.com wanted to drive incremental coupon redemptions while maintaining its ROAS.
  • The brand sought to maximize profits from its digital campaigns—even if it meant increasing its ad spend.
  • Savings.com aimed to save time for its campaign managers by reducing their need to monitor multiple Google Ads bid adjustments for location and audience.

Approach

  • Savings.com tested 32 campaigns with Google’s Target ROAS (tROAS) bidding strategy and compared results with its own manual bidding efforts.
  • Smart Bidding allowed Savings.com to set unique bids for every auction while optimizing against a wider range of contextual signals.
  • tROAS consistently optimized campaigns across all devices toward an aggressive target ROAS, and maintained that ROAS once it was reached.
  • With the success of tROAS Smart Bidding, the brand increased its campaign spend, continues to bid more strategically, and now gets more high-value conversions.
The tROAS bid strategy consistently drove an increase in high-value conversions while maintaining the desired campaign ROAS.

– Tim Katlic, Director of Marketing at Savings.com

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