1. Strategic Groundwork

Before touching any ads, Tiedot initially undertook a deep analysis of historic business data to identify the most valuable customers and growth levers through actual and potential revenue, share of market, and customer base.

This revealed three high-value strategic areas:

1. Audience differentiation
   This work surfaced multiple segments, with one specifically high value segment surfaced that comprised a majority of revenue despite a minority of customers.

2. Country focus
   There was a huge opportunity to be gained through the tailoring of budgets, copy, and landing pages by known and emerging markets to amplify the higher revenues yielded from them.

3. Channel mix
   Optimising spend allocation beyond Search would enable a tactical and holistic approach that gave greater reach and leverage to generate total revenue across a wider marketing mix.
   
   These three strategic areas became the means by which we could define and signal My Baggage’s business goals for Google’s AI, establishing the confidence our client needed to increase investment throughout the year and deliver their goal of driving increased value at an efficient scale.

2. Innovative Implementation

To turn the strategy into results, Tiedot built an implementation plan rooted in creative measurement and optimisation:

1. Measurement

   • Conversion tracking: Not all conversions are equal. Google Ads enhanced tags were therefore set up for a range of different conversion sub-types. This enabled better training of Google’s algorithms towards the higher-value customers.

   • Keyword & audience segmentation: User intent defined a hierarchy of audience value for us. First-party and Google data was used to identify priority groups to build associated audience segments and keywords. This allowed us to direct spend toward and maximise value from different audience segments.

   • Market segmentation: In logistics, where customers are located is very important. Campaigns were therefore structured around geo-location, ensuring messaging, landing pages and budget efficiency across core and emerging markets.
     
     

2. Optimisation
   Whilst Tiedot could now see better conversion and value data, we still needed to deliver good performance and scale it. Tiedot therefore audited the account and introduced additional optimisations, including:

   • Keywords: Introduction of new exact and broad match keyword groups.

   • AdCopy: {Location}-based dynamic ad headlines for market personalisation.

   • Assets: Market-specific sitelinks with tailored landing pages.

   • Ad Strength: Adcopy and asset optimisation to increase “average” ratings to “excellent.” This combination of advanced measurement alongside optimised structure, rigorous targeting, and creative tailoring set the foundations for success.

     
     

3. Experimentation
   Once foundational improvements were in place, Tiedot layered on experimentation to grow and scale the activity in line with My Baggage’s goal, leaning into non-Search campaign types to ensure prospects were engaged earlier in their journey - through appropriate secondary conversion goals - across the entire Google Ads ecosystem.
   These experiments stopped the foundational search campaigns stagnating in their growth by providing new data and user streams that translated into new revenue, all whilst ensuring the continued and continuous scaling of My Baggage’s holistic performance at the targeted level of efficiency (ROAS).