Challenge

Is Google Ads' Return on Ad Spend optimal at all levels? While the Returns may hold true at an overall aggregate level, how does this translate to the Profit equation? Are there rooms / pockets where there's space to optimise more? Are there periods of time, groups of entities, geographical and other groups which can be set up differently ?

Approach

Location based segmentation exercise helped understand not all locations contributes equal proportion of profits within the same group (adgroup level). Insights from the segmentation guided for total restructuring of the locations across adgroups.

Outcome

Actionable recommendations from this study were taken up for both tactical and strategical implementations for Marketing and CRM activities.