Aviva System Biology is the leading provider of products and support for scientists looking to drive forward their research, preclinical, drug development, and diagnostics workflows. With nearly 500,000 products and customizable antibody and protein production services, they leveraged Google Search Ads to reach their audience and promote their unique solutions.
Aviva partnered with Samba to continuously monitor multiple Google Search Ads campaigns to find the best strategies to optimize key parameters to ensure that their campaigns deliver the best results possible.
Initially, we focused on organizing and restructuring the campaigns to ensure that best practices were implemented. Later, we conducted landing page, keyword, and ad copy audits to find optimization opportunities. After implementing the initial reorganization and optimizations, we leveraged Google Ads experiments to gather empirical evidence to guide our decisions about which bidding strategy, ad copy, keywords, and ads should be used for each specific product and service being promoted.
We successfully conducted 14 experiments that compared bidding, ad copy, and keyword strategies. For example, while running a search campaign for one of Aviva’s research products, we found that their cost per click trending high, which was increasing the campaign’s cost. To reduce the cost per click and, ultimately, the overall cost of the campaign, we ran an experiment to test a max click bid strategy (treatment) versus the current strategy of max conversions (control). We found that the max click bid strategy yielded more impressions and clicks for a lower cost than the max conversion strategy.
The results from this and similar experiments informed changes that were applied to each campaign, yielding significant account-wide improvements, such as an 11% increase in impressions, a 32% increase in clicks, an 833% increase in conversions, and an 85% decrease in cost per conversion for a 6-month period after applying best practices and experiment results.
Impressions
11% increase
Clicks
32% increase
Conversions
833% increase
Cost per conversion
85% decrease
Impressions
11% increase
Clicks
32% increase
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