ALSA increases its income thanks to Tidart and Broad Match

ALSA increases its income thanks to Tidart and Broad Match
ALSA increases its income thanks to Tidart and Broad Match

Front page » Present » ALSA boosts its revenue by 20% thanks to Google’s Broad Match strategies and Tidart technology

ALSA boosts its revenue by 20% thanks to Google’s Broad Match strategies and Tidart technology

“In the end we saw that this combination improved ALSA’s results at all levels, especially in its profitability, sales volume and reach,” commented Cristina Ojeda, Digital Marketing Team Lead of the agency.

ALSA has achieved a notable 20% increase in revenue thanks to the implementation of Broad Match in its generic Google campaigns, optimized through the use of Google Smart Bidding, supported by Google technology. Tidart Keyword Performance Analysisa leading media agency in the Spanish digital advertising sector.

Thanks to its in-house technology, Tidart was able to select the most profitable keywords to apply to the broad match strategy that Google promotes in generic campaigns along with Smart Bidding. In this way, the support already knew the best keywords in advance, which allowed it to optimize them more efficiently and led ALSA to exponentially increase the purchase of tickets for its bus network at a national and international level.

The Tidart tool that has been fundamental in the success of this collaboration is called Mine Search. This tool carries out an exhaustive analysis of the keywords used in search campaigns, identifying those that generate low profitability or do not lead to significant conversions, which allows evaluating the performance of the campaigns and the return on advertising investment. Besides, the agency combines its use with the Search Terms tool, that transforms search terms without conversions into exact match keywords with reduced bids or
negative, thus optimizing the performance of the campaigns.

In short, these tools offer a detailed report of the most relevant keywords based on Google search terms from the last 30 days, considering ROI as the main indicator. This approach identified the most profitable keywords and those that needed adjustments to improve their performance.

Thanks to this, Tidart was able to more efficiently apply the keywords selected by its technology to Broad Match, generating a successful combination: a 12% increase in CTR, a 20% increase in revenue and a 30% reduction in the CPC for ALSA.

«It has been a challenge to do this test combining Broad Match and Smart Bidding together with our technology to qualify the traffic assigned to the test. ALSA is a client in which every small modification causes big changes in the results, which is why exhaustive monitoring of the adjustments made has been necessary. In the end we saw that this combination improved ALSA’s results at all levels, especially in its profitability, sales volume and reach,” commented Cristina Ojeda, Digital Marketing Team Lead of the agency.

Those responsible for SEM and Web Analytics at ALSA, Rodrigo Álvarez and Javier Solano, in turn, affirmed that implementing Broad Match combined with Tidart technology has been “the next step we needed in our campaigns, together with Smart Bidding, to continue optimizing KPIs and be more efficient with the investment.”

 
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