Ancestry
Using Intent-Driven Automation to Drive Traffic for Ancestry
Brief
As a key vital record, marriage records are an important entry point for users discovering their personal histories and family connections. However, the existing paid search strategy was highly complex, with a large number of assets which led to missed opportunities for optimisation.
Background
The task was to optimise the paid search setup to better leverage machine learning while staying aligned with intent-driven communication principles. The goal was to simplify the structure, reduce asset numbers significantly, and enhance the overall performance of the campaign.
35%
Increase in online orders 2023
Solution
To address this challenge, we restructured the campaign by:
- Reducing the number of assets from approximately 50,000 to around 200, a 90%+ reduction
- Consolidating to a single campaign, keyword ad group, and Dynamic Search Ad (DSA) ad group
- Using both broad and exact match types to target more precisely
- Implementing Responsive Search Ads (RSA), Dynamic Keyword Insertion (DKI), and ad pinning for more personalised ad experiences
- Applying smart bidding through SA360 to optimise performance based on real-time data
The 90% reduction in assets greatly simplified the campaign structure, allowing for better machine learning utilisation and intent-driven automation. This led to a significant improvement in campaign efficiency and performance. With the new structure, we saw better-targeted ads and optimised performance, all while reducing complexity.
151%
151%
97%
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