Meowtastic! Value-based Bidding Increased Arken Zoo Revenue by +20%

Background:
Arken Zoo is a leading pet store chain in Sweden. One of their 2023 challenges was: How can we measure the value of each click on ads on various platforms – and use this to optimize search?

Solution:

Team Arken Zoo used Google Analytics 4 to analyze how customers interact with the website and make purchases and went on to revise what a click really implies. This allowed for a new bidding strategy so that Google Ads could see the real value of each click. It also meant that the team could gain a far better understanding of the entire customer journey, and identify key touchpoints where customers were most likely to convert.

Results:

The results were “meowtastic” with a 20% increase in revenue and 5% more clicks. The case has won Best Search Campaign at IAB MIXX Awards in Sweden.

IAB jury motivation:

Through careful analysis of customer behavior, the team has managed to navigate the digital jungle and not only identified the most effective ways to drive sales, but also implemented them with impressive results. The winner has successfully and smartly adapted their search marketing strategy for a world without third-party cookies and delivered a “meowtastic” result.