Hiver Reduced their CPMQL by 5x while increasing ROAS by 3x

Hiver is the world’s first helpdesk tool built for Google Workspace. It turns Gmail into one powerful communication and collaboration hub to streamline business communications. With Hiver, businesses can manage all communications from Gmail and resolve customer communication 80% better.

Hiver joined hands with TripleDart to scale their Performance Marketing efforts. To start with, TripleDart performed a brand audit followed by an account hygiene check. This helped our team understand Hiver’s existing campaigns, value propositions, and the corresponding target audience. Based on the insights, our PPC experts kickstarted a search term clean-up, account restructuring, and campaign segregation. As a result, it helped us save 30%-40% of the total spend and reduce Hiver’s CPMQLs by 5x.

Problem

Before engaging with TripleDart Hiver encountered

• Lack of account hygiene and incomplete campaign structures
• Inappropriate search terms redirecting almost 30% traffic to irrelevant contexts
• No roadmap on campaign level projections or scaling the ad spend to leverage better ROAS
• Insufficient assets to execute paid campaigns to their full potential

Challenges

The primary challenges encountered by the TripleDart team includes

• Defining the campaign structure was tedious as the team had to stabilize overall account hygiene as well
• There was no clear geo-wise segregation laid out for global campaigns
• Several unessential primary conversion goals for the campaigns
• We had to spend significant amount of time on active target maneuvering and down-the-funnel tracking
• Audit and Improve landing pages conversions and undefined campaign structure

Strategy

We started with monthly projections to enable optimal scaling through different channels for each campaign besides improving the overall funnel ratio. In the last two quarters, we’ve successfully met the projections on a MoM basis.

Here’s a breakdown of how we did it,

• Our primary goal was to hit the right search terms. We performed a rigorous search term cleanup which helped us save at least 30%-40% of the total spend.
• Account restructuring and segregated campaigns based on the geo-locations and strategic themes to control the bids, budgets, communication, and targets.
• In-depth audit was performed to identify idle or poor-performing keywords and infused several Responsive Search Ads to pump up the Quality Score.

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