Google Ads Dashboard
Table of Contents
Scenario
A retail company wants to forecast clicks to understand how they will impact conversions and revenue for their Google Ads campaigns.
The marketing team struggles to predict the optimal budget allocation to maximize conversions and ensure revenue growth while maintaining an acceptable Cost-Per-Click (CPC).
1. Forecasting Relationships:
- Predict future clicks and conversions for both Google and Facebook ads.
- Simultaneously forecast conversions and revenue influenced by the predicted clicks.
- Highlight the inflection point where increasing ad spend leads to diminishing returns on conversions.
2. Insights for Marketing Teams:
- By increasing spend by 10%, they forecast an 8% increase in clicks, which translates to a 5% increase in conversions.
- Beyond this, the revenue increase flattens due to audience saturation.
3. Actions Taken:
- Reallocate budget from low-performing keywords to high-ROI keywords.
- Focus on ad creatives that improve Click-Through Rates (CTR).
- CPC reduced by 12%.
- Conversions increased by 18%.
- Revenue increased by $150,000 for the quarter.
- Marketing Team: Adjust budget and creatives in real-time.
- Data Science Team: Fine-tune machine learning models to account for updated customer behavior patterns.
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