Strategic audits on Google GoogleMeta

QoQa is an online sales platform with a concept of its own: exclusive deals every day, picked by experts.

Strategy

A bespoke approach: understanding the business in depth

At bright, we believe every brand is unique, and that understanding its business deeply is essential to giving recommendations that are worth anything. The first step of every audit is therefore always to examine the commercial model, the objectives and the particulars of the company in detail.

For QoQa, that meant first understanding their sales concept, with new offers every day available for a short time only. That let us pin down what they need in terms of marketing flexibility and agility — two things at the centre of improving their advertising campaigns.

This immersion in our clients’ business is a cornerstone of our method. We favour regular exchanges with the teams, to deepen what we know and to build advertising strategies that respect the reality of each business while aiming at concrete results.

A proven, adaptable audit method

bright’s approach rests on a rigorous audit method, designed to assess and improve every element of an account, from the technical setup (tracking, pixels) to the analysis of keywords, visuals and audiences. That process lets us find opportunities often left unexplored, even in well-established accounts such as QoQa’s.

At bright we do not stop at a diagnosis. We design practical, actionable recommendations, always aligned with our clients’ own commercial objectives. In QoQa’s case, that took the form of bespoke campaign structures, built around the dynamics of their short-lived sales.

A focus on performance:

Our agency is driven by performance. The aim of every audit is to get the most out of the campaigns while taking account of what is particular to each brand, and of its constraints. For QoQa, that meant rethinking certain campaign structures while keeping enough flexibility, so as to make them perform better and fit their growth objectives more closely.

On Meta, our analysis revealed that the data was heavily fragmented across several campaigns and ad sets, which was limiting the algorithm. That dispersion kept the algorithm from gathering enough data to improve performance effectively. So we recommended consolidating the campaigns, proposing several optimised structures specific to QoQa’s needs.

For more on similar approaches to structuring Meta campaigns, you can explore our recommendations in the article “How should you structure your Meta account to maximise performance?”.

Another point concerned the variety of visuals within the ad sets. In the brand’s long-standing structure, each ad set holds a small number of visuals, which reduces Meta’s ability to optimise the results fully. With a limited number of visuals, the algorithm has less data with which to adjust delivery and reach the ideal audience. By widening the variety of visuals in each ad set, the algorithm can test and adjust more effectively, fitting users’ preferences. That not only raises campaign engagement, it also gets the most out of reach and the chances of conversion, on the same budget.

On Google Ads, several opportunities emerged to improve the overall performance of the advertising campaigns. By improving a few key aspects, we identified levers that will let QoQa get the most conversions.

First, we found that some campaigns were configured to optimise several conversion objectives at once. Yet Google’s algorithm cannot handle several objectives effectively at the same time. So we recommended setting a single conversion objective per campaign. That approach lets the algorithm concentrate on one specific action, improving the campaigns’ overall results.

To secure quality traffic, we suggested that QoQa limit the delivery of its ads to the Google network alone, rather than including the partner networks. Those networks do widen an ad’s reach, but they can sometimes bring in lower-quality traffic, which can work against campaign performance.

On campaign structure, a clear distinction between brand and acquisition campaigns proved essential. We recommended that QoQa separate the two properly. That distinction lets bidding strategies be fitted to each type’s distinct objective, building brand recognition while getting the most conversions.

Finally, we identified Performance Max (PMax) campaigns as an opportunity for QoQa. These campaigns draw on all of Google’s networks, offering wide coverage and high conversion potential. Google’s artificial intelligence adjusts ad delivery automatically to maximise conversions across the various platforms (Search, Display, YouTube and so on). To learn more about optimising PMax campaigns, read our detailed article here.

Impact

At bright, our expertise lies in being able to propose solutions fitted to the realities of the brands we work with. For QoQa, that showed in strategic recommendations aimed at improving the performance of their acquisition and app-install campaigns, while taking account of what is particular to their commercial model and of their market penetration objectives.

We set out recommendations for adjusting their marketing strategy on Meta and Google, with new campaign structures fitted to their short-run sales model. Those recommendations brought the best practices of both platforms to bear on QoQa’s specific constraints, and on improving the performance of their accounts. Taking their particular needs into account, we proposed solutions aimed at getting the most results while keeping the approach flexible and responsive to performance.

This partnership illustrates our commitment to giving concrete, tailored recommendations to every client, aligning advertising strategy with their own commercial objectives. If you want to improve the performance of your advertising campaigns, bright is ready to support your digital growth.