A Google Ads Case Study: Top of Page Bidding
Unveiling the Power of Top-of-Page Bidding: A Google Ads Case Study
In the world of digital marketing, every tweak, adjustment, and strategy shift can make a significant difference in performance. This is especially true when managing Google Ads campaigns, where the right bidding strategy can be the difference between merely maintaining performance and unlocking exponential growth. Recently, at Binary & Co., we encountered a fascinating scenario with one of our clients that led us to rethink our approach to branded Google Ads bidding.
The Discovery: Disconnected ROAS Targets
As we reviewed the performance metrics of our client’s Google Ads account, one particular insight caught our attention: the Return on Ad Spend (ROAS) targets we had set were wildly disconnected from the actual performance of the branded search terms. We had established net ROAS targets in the mid-200% range, aiming for a healthy return on the client’s ad investment. However, the data showed something surprising—the actual ROAS was soaring above 1000%.
This revelation raised an important question: Was there a more efficient way to capitalize on this high intent, beyond our existing ROAS-based approach?
A New Hypothesis: Testing Top-of-Page Bidding
Given the exceptionally high ROAS, we hypothesized that the intent behind branded search terms was so strong that it might be more cost-effective to aim for maximum visibility, rather than focusing purely on conversion metrics. Our thinking was simple: if the intent is already there, being the first brand users see could potentially yield better overall results.
To test this, we decided to run an A/B test comparing two different bidding strategies: our existing ROAS-based bidding versus a Top of Page bidding strategy. The goal was to determine whether showing up at the top of search results, regardless of cost-per-conversion, would outperform the ROAS-driven approach.
The Results: Top-of-Page Bidding Wins Decisively
The A/B test results were nothing short of dramatic. Here’s how Top of Page bidding performed compared to our ROAS-based strategy:
- 97% Increase in Impressions: The Top-of-Page strategy resulted in nearly double the number of impressions. By securing a prominent position on the search results page, our client’s ads were seen by a significantly larger audience.
- 73% Increase in Clicks: The higher visibility translated into more clicks, with the Top-of-Page strategy delivering a 73% increase in click-throughs. This surge in traffic was a clear indicator that users were more likely to engage with ads that appeared at the top of the page.
- 158% Increase in Conversions: Most impressively, conversions—actual sales or leads—more than doubled. This confirmed our suspicion that high-intent users were more likely to convert when they encountered our client’s brand at the top of their search results.
- 250% Increase in Total Conversion Value: The total value of conversions saw an incredible 250% boost, demonstrating that not only were more users converting, but they were also generating significantly higher revenue.
- 13% Decrease in Cost: Interestingly, despite the improved performance, our costs decreased by 13%. This was likely due to the efficiency of bidding for visibility rather than strictly for conversions, optimizing spend while maximizing returns.
- 433% Increase in ROAS: Perhaps the most telling metric of all, the ROAS for the Top of Page strategy increased by a staggering 433%. This was the ultimate confirmation that this approach was not just more effective in driving results but also more efficient in terms of ad spend.
Key Takeaways: Is Top-of-Page Bidding Right for You?
The results of our test were clear: for branded terms, where user intent is high, Top-of-Page bidding can be a game-changer. The strategy delivered more impressions, clicks, and conversions, all while reducing costs and dramatically increasing ROAS.
For marketers and businesses currently focused on conversion-based bidding, our experience suggests that it might be worth testing a Top-of-Page strategy, especially for branded search terms. The increased visibility can drive more engagement and conversions, potentially at a lower cost and with a higher return on investment.
Conclusion: Embracing a Dynamic Approach to Bidding
In digital marketing, staying flexible and willing to test new strategies is key to unlocking growth. At Binary & Co., we’re constantly exploring new ways to optimize our clients’ campaigns, and this experience with Top-of-Page bidding has underscored the importance of tailoring strategies to the specific dynamics of branded search terms.
As the landscape of digital marketing continues to evolve, so too should our approaches. If you haven’t yet considered Top-of-Page bidding for your branded terms, now might be the time to give it a try—you might just find the results are worth the shift.
The Binary & Co Commitment
This case study reflects our ongoing commitment at Binary & Co. to not only meet but exceed our clients’ expectations by constantly seeking out the most effective strategies. If you’d like to explore how our insights can drive success for your brand, feel free to reach out and let’s start a conversation.