The Google Ads Podcast š° Reducing Customer Acquisition Costs (Case Study Breakdown)
May 17, 2025
Nick Ewing, a Google Ads expert at Solutions 8, dives into customer acquisition costs in this engaging discussion. He highlights the importance of KPIs for spotting issues like high CPAs and low ROAS. The conversation explores optimizing customer lifetime value and average order value to guide strategies. Ewing critiques ineffective email marketing tactics and promotes integrating SEO and conversion rate optimization. He also discusses the unique challenges of seasonal fashion marketing and the need for tailored strategies to enhance profitability.
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Case Study on Client Goals
- Nick Ewing discusses a client with exaggerated goals including a 102% revenue increase and 120% more spend.
- He analyzes their customer breakdown, finding a drop in first-time customers and pondering effects on AOV and LTV.
Leverage Creative and Email Marketing
- Improve performance creative to reduce CPM and increase CTR, lowering acquisition costs.
- Enhance email marketing with focused selling strategies to decrease high costs for returning customers.
Higher Cost for Returning Customers
- Unusually, the clientās cost to acquire returning customers is higher than new customers.
- This suggests inefficiencies in retention tactics, especially their weak email setup.