Pastón is a Spanish betting house, they operate in the market since 2015 and in the summer of 2018 they are active on Google Ads.
As a young company their main goal was to attract new registrations.
We simplified the account with advanced bidding strategies allowing us to improve acquisition costs. We analyzed the performance of the account and decided to change the attribution model. Data driven marketing and smart bidding let us go to a deeper level reaching better results and effectiveness.
Actions carried out:
- Google attribution – We used the Google attribution tool to understand what benefits we would have by changing the attribution model to a more complex one and which model would be the most beneficial for Pastón.
- Smart Bidding – Through Google’s advanced bidding strategies we were able to understand what was the best recommended strategy to optimise their acquisition costs without reducing the volume of new registrations.
- Audiences – We understood that by applying audiences to Search campaigns on observation mode, Smart Bidding had more criteria to optimize the campaigns.
*Results achieved after 6 months
Thanks to the implementation of observation mode in audiences we improved 9% the conversion rate