Problem: Luxury hotel brand with strict ROAS (return on ad spend) goals sees revenue volume in their search campaigns fall year over year in Google.

Analysis: Last year a significant amount of budget went towards unbranded keywords however this year with increased costs on branded keywords a much smaller proportion of spend is going towards unbranded campaigns. This is leading to a decrease in incremental revenue from driving brand awareness through unbranded campaigns, which is not directly seen using a last click attribution model.

Strategy: Change the account attribution strategy from a last click model to a more holistic view of the customer journey while also reducing brand costs to be able to fully fund the entire conversion funnel.

Execution: Implement a data driven attribution model in combination with a ROAS bidding policy in SA360 for brand and unbranded campaigns.

Results: Switching from Last click attribution to DDA (data driven attribution) in a ROAS bidding policy reduced brand costs 52% allowing for that saved budget to be put into unbranded campaigns ultimately driving 65% additional revenue volume YoY for the month of January.

Next Steps: Continue to build on non-last click attribution success and work to increase conversion volume for unbranded campaigns through a Max Conversion bidding policy in Google Adwords.