Case Study
PPC Case Study: A 37% Decrease in Cost per Conv.
About The Business:
The Washington Examiner brings the best in breaking news and analysis on politics. With in-depth news coverage, diligent investigative reporting and thoughtful commentary, we'll make sure you're always in the know about Washington's latest exploits.
The Challenge:
Session Duration of the users decreased drastically especially with DSA Campaigns. The client faced increasing CPC, requiring action to maintain cost-effectiveness and improve ROI.
The Approach:
To address this issue, we conducted a thorough analysis of our campaigns and GA4 data. We found that the campaign's CTR consistently declined, while the CPA significantly increased. Our primary goal was to improve the CTR and, secondarily, to target an audience actively seeking interest-based news daily.
The Conclusion:
Cost/Conv. Is decreased by 37%. CTR is Increased by 15%. CPC is decreased by 20%.