After seeing the benefits of the initial test, Performics were convinced of the efficacy of Microsoft’s automated bidding but needed a way to scale. “ENGIE has a lot of different campaigns to target niche audiences,” said Naoki, “the problem with these smaller campaigns is it’s difficult to get enough conversions for the system to properly automate optimisation.“
Fortunately, Portfolio Bidding Strategies had just become available in the French market for Performics to beta test. The benefit of portfolio bidding is that campaigns are optimised in aggregate, so even the smallest campaigns can still be addressed. With the help of the Microsoft Advertising account team, Performics automated the entire ENGIE account with the target ROAS strategy that had worked so well in the first A/B test.
The results were phenomenal. Between July and October 2021, Portfolio Bidding and TROAS increased conversions by 40% and the conversion rate went up by 25%, and all whilst maintaining a flat cost-per-acquisition (CPA) and meeting its aggressive ROAS target. At the same time, ENGIE’s impression share also increased by 23%, providing higher visibility for the brand on the search engine results page.
ENGIE’s Head of Acquisition, Benjamin Audoin said: “We are delighted with the results of portfolio bidding and target ROAS on Microsoft Advertising. The algorithms and our teams optimised our accounts so quickly and so well, it has made us super-efficient, which allows us to continue to invest more in the platform in other areas.”