Asurion

+232% decrease in CPA

Quest Digital Services Used

Pay-Per-Click Marketing

As an entity of the Asurion family, uBreakiFix is a well-known nationwide franchise that focuses on fixing electronic devices. Since its founding eleven years ago, it has seen impressive success, now with over 700 locations throughout the US and Canada. The company prides itself on its ability to repair a variety of household electronics, serving a diverse clientele with varying electronic repair requirements.

PPC Results

+232%

Decrease In CPA for tech repairs

+40%

Annual Repairs

+200%

Decrease in CPA for PMAX Campaign

25%

Increase In Conversions

The Execution

Challenges

1. Challenges with Cost-Per-Customer-Repair Metrics:

At the start, there were significant hurdles for the business as the cost-per-customer-repair was high. This had a negative impact on the company's overall profitability. The main concern was the elevated expenses associated with obtaining and assisting each customer, resulting in a decrease in net revenue per transaction. It became crucial to reevaluate their cost management and pricing methods strategically to ensure long-term business growth.

2. Navigating the CPC and Conversion Rate Equilibrium:

One of the main challenges faced was maintaining a careful balance between cost-per-click (CPC) and conversion rates throughout their digital marketing campaigns. The business grappled with effectively managing its online advertising budget, as a high CPC did not necessarily result in higher conversion rates, resulting in ineffective use of resources. This called for a nuanced strategy in targeting ads, allocating funds, and consistently tracking campaign metrics to achieve an ideal equilibrium that maximizes return on investment.

3.Adaptation to Google's Performance Max Campaigns:

The shift from Google's Local Campaigns to the latest Performance Max Campaigns brought about distinct challenges. It required a prompt and purposeful adjustment to the new platform, which prioritizes automation and machine learning in maximizing ad placements across all of Google's channels. This prompted the company to reassess its digital marketing tactics, acquire fresh expertise, and revamp campaigns according to the Performance Max structure, ensuring ongoing success in reaching desired demographics and meeting marketing goals.

Strategies

1. Bid Strategy Optimization:

Based on thorough data analysis and regression sequences, our team concluded that the elevated CPCs were not justifiable by the conversion rate. As a result, we opted to experiment with a new approach. The results of this test, after 60 days, undeniably showed that it resulted in improved campaign CPAs and increased volume.

2. Focusing on Extension-Based Conversion Actions:

By prioritizing previously underutilized actions like 'get directions' and 'click-to-calls', Google's algorithm has shifted our campaigns to focus more on conversions within the website. This was based on the assumption that users who schedule bookings on the site are more interested in service appointments, and therefore more valuable. However, our data and analysis have shown that the desired user for a tech repair franchise is someone who urgently needs their device fixed and is looking to take immediate action. They do not have time to fill out forms, but would rather get directions or speak with a sales representative promptly.

3. Adopting Google's New Campaign Type:

It's never easy to navigate changes within previously profitable campaigns, especially when transitioning to a more automated campaign type such as Performance Max. However, when Local campaigns were forcibly migrated to PMAX, we did not see positive results. CPCs were lower than desired and CPAs were on the rise.

Our team speculated that the decrease in CPCs was linked to our display and discovery placements. Therefore, we decided to focus on optimizing for get-directions conversions, to ensure our ads appeared on search results and local map listings. As a result of this change, our CPCs increased, but our overall CPA decreased. Despite paying more per click, we were receiving a higher number of valuable clicks from potential repair customers.