INFINITY AWARDS SUBMISSION Objectives Increase monthly conversions by 10% with a maximum CPA of €50 Lower the cost per acquisition (CPA) as low as possible Solution Implemented a data driven optimization strategy to optimize budgets, campaigns, landing pages and keywords. Isolated the best performing (impressions, conversion rate, CPA) keywords in separate campaigns with an uncapped budget. Isolate campaigns and keywords by match types (broad match modified and exact) and excluded exact match keywords in the broad match modified campaigns. Enabled the Bid to CPA policy from Kenshoo to create more room in the budget. Therefore, we were able to bid on higher funnel keyword and reach even more prospects. Reached more prospects by targeting ads on specific questions that (soon to be) pet owners have and collected relevant data on that sub-target group. This data was then also used to retarget visitors in search, display and social. Results Decreased CPC 33% between March and November. Increased conversions 32%. Decreased cost per acquisition (CPA) by 53%.