TPE #125: -45% CPC & -52% CPA with Manual Bidding (Branded Search)

Read time: 2 minutes

GM, Miles here with a quick-win case study.

Bob recently retested the impact of Target Impression Share vs. Manual CPC on Branded Search, and we have a clear winner (resulting in better efficiency).

This test doesn't require much context, and it's not sexy... But it did help to reduce unnecessary wasted ad spend — and who doesn't want that?

So let’s dive right in!

Branded Search experiment: Target Impression Share vs. Manual CPC.

Let’s start with the test setup:

• A/B experiment: Branded Search.
• Bid strategy: Target Impression Share vs. Manual CPC.
• Hypothesis: using Manual CPC will lead to similar traffic, but lower CPA and CPC.

The results? Stable traffic and impression shares, lower costs, and more conversions with Manual CPC:

✅ -45% CPC

✅ -52% CPA

✅ +171% ROAS

✅ -42% costs

The CPC and costs were statistically significant. Here’s a screenshot from Google Ads as proof, but it’s small (and yes, this is a small account, but we see similar results in bigger tests).

Why did it work and what can you do with this?

With Target Impression Share, Bob noticed that the average CPCs were higher than usual, resulting in expensive Branded Search conversions.

With Manual CPC, he got more bang for his buck and better results with less spend.

It’s as simple as that — we don’t have to make it more complex than it is ;-).

If you’re running Branded Search campaigns with a Target Impression Share (or even conversion-based bid strategy), it’s worth it to run a 50/50 experiment against Manual CPC.

You’ll very likely see a sharp drop in CPC, stable traffic, and thus lower CPAs.

Easy win!

A final note.

I can already hear some of you say: “but Miles, you recently said there is no place for manual bidding in the new automated world we’re in… Why you switchin’ up bro?!”

To you I say: there are always nuances. Nothing never works, and nothing always works.

That’s why we test and let the data decide.

Manual CPC is a great bid strategy in niche cases, and Branded Search campaigns is one of them.

So try it out for yourself and report back if you got more bang for your buck!

(And let me know if you like these shorter, punchy, quick-win case studies)

Ok, really last note: do you struggle to stay up-to-date in the fast-changing PPC industry, feeling overwhelmed and losing confidence in your abilities (even with years of experience)?

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• Deeply master Google Ads and drive maximum results in minimum time.
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Thanks for reading — catch you next week!

Cheers,

Miles (& Bob)