Improved ROAS with Rule Based Bids for Energy Broker

Significant improvement on their ROAS with the use of Optmyzr Tools

The Challenge

The agency used Google's experiments framework to test the Target ROAS bid strategy and found that none of the campaigns were able to get close to their ROAS targets. They also saw a negative impact on campaigns that were not included in the experiments because high CPCs in the resulting from the automated bids set in the experiment caused their competitors to react and bid higher, which pushed the original campaigns further down in search results and a downwards spiral effect was observed with automated bidding.

Utility Broker


Anicca is an independent digital marketing agency, providing integrated marketing services to some of the UK’s best-known and well-loved brands.


Leicester, UK


Digital Marketing

The Solution

They used Optmyzr's Rule Engine to manage bids to a target ROAS. Instead of putting the tool on full automation, they decided to review all suggested bid changes and manually accept the ones that kept CPCs within a reasonable range. They liked that this additional level of control allowed them to control for second order effects that are often overlooked when fully automating a PPC task like bid management.

Optmyzr tools used:

Rule Engine strategy for target ROAS b idding


Optmyzr's software helps marketing agencies save time and drive more results.


Los Altos, California


PPC Management Software

The Results

There has been a significant increase in both their ROAS and conversions by the strategy that they used with Optmyzr.

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