Customer: Glass Repair Services
Industry: Home Services
Budget optimization for a paid campaign in Google in Search and Display Network, in order to maximize the number of conversions, based on the results of the previous month with daily budget restrictions.
First, we need to analyze competitive metrics, in particular, the loss of impressions due to budget limitations, which allows us to calculate the maximum daily budget to get 100% impressions. Then, applying the budget restriction we proceed to determine the objective function for conversions, which is the optimized daily clicks multiplied by the conversion rate, data that we have from analytical reports. We applied a Simplex Linear Progression model using SOLVER with the defined restrictions and obtained the optimized budget that allows adjusting and balancing the daily budget in both networks, with this procedure we obtained an increase in conversions of 16% and a reduction in the cost of acquisition of CPA of 14%.