Overview
New automated bidding strategy to boost the profitability of Google campaigns
FC Barcelona is one of the world’s most supported professional football clubs. During the pandemic, sales were impacted, leading the club to take a more conservative approach to digital advertising. While the goal was to drive sales, improve profitability, and strengthen brand awareness, automation was put on hold and campaigns relied on manual cost-per-click (CPC) bidding.
To improve conversion volume and conversion value, a new automated bidding strategy was introduced - focused on lowering acquisition costs and increasing overall campaign profitability.