Experiment context
Hypothesis. Higher bids were expected to increase Search impression share, top-of-page visibility, CR and AOV enough to keep or reduce CPO.
How the test ran. Control campaigns used standard bids and test campaigns used increased bids across several directions and regions.
Traffic split. 70/30 for service3; 50/50 for other directions.
Visual summary — positive results
The retained results highlight the regions where higher bids translated into stronger conversion efficiency or customer value.
Performance results
| Campaign | Impr. | Clicks | Cost | CTR | Avg. CPC | Search impr. share | Impr. (Abs. Top) % | Impr. (Top) % | Search lost IS (rank) | Conversions | CPA | Conv. value | Search top IS | Conv. rate | Search lost IS (budget) | Session campaign | Transactions (all users) | Total revenue (all users) | CPO | AOV | Transactions (first purchasers) | Total revenue (first purchasers) | CAC | FP AOV |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| google_search_us_game-3_service6_c1 | 557 | 88 | 269.69$ | 15.80% | 3.06$ | 67.70% | 45.16% | 92.20% | 32.30% | 4.50 | 59.93$ | 236.73$ | 62.66% | 5.11% | 0.00% | google_search_us_game-3_service6_c1 | 2 | 86.46$ | 440.51$ | 43.23$ | 0 | 0$ | N/A | N/A |
| google_search_us_game-3_service6_c1 test bids | 479 | 81 | 268.89$ | 16.91% | 3.32$ | 70.09% | 45.74% | 94.32% | 29.91% | 10 | 26.89$ | 754.64$ | 66.16% | 12.35% | 0.00% | google_search_us_game-3_service6_c1 test bids | 8 | 672.97$ | 69.70$ | 84.12$ | 2 | 125.88$ | 0.25$ | 62.94$ |
| change, % | -14.00% | -7.95% | -0.30% | 7.03% | 8.50% | 3.53% | 1.28% | 2.30% | -7.40% | 122.22% | -55.13% | 218.78% | 5.59% | 141.68% | N/A | N/A | 300.00% | 678.36% | -84.18% | 94.59% | N/A | N/A | N/A | N/A |
| google_search_eu_game-3_service6_c1 | 1,809 | 442 | 881.03$ | 24.43% | 1.99$ | 78.51% | 54.35% | 93.77% | 21.49% | 15.16 | 58.12$ | 1,557.57$ | 73.67% | 3.43% | 0.00% | google_search_eu_game-3_service6_c1 | 19 | 1,680.87$ | 14.19$ | 88.47$ | 3 | 145.13$ | 89.90$ | 48.38$ |
| google_search_eu_game-3_service6_c1 test bids | 1,344 | 268 | 557.57$ | 19.94% | 2.08$ | 83.12% | 50.76% | 92.83% | 16.88% | 16.41 | 33.98$ | 1,043.73$ | 77.17% | 6.12% | 0.00% | google_search_eu_game-3_service6_c1 test bids | 14 | 884$ | 19.21$ | 63.14$ | 7 | 297.11$ | 38.41$ | 42.44$ |
| change, % | -25.70% | -39.37% | -36.71% | -18.38% | 4.52% | 5.87% | -6.61% | -1.00% | -21.45% | 8.25% | -41.53% | -32.99% | 4.75% | 78.43% | N/A | N/A | -26.32% | -47.41% | 35.31% | -28.63% | 133.33% | 104.72% | -57.27% | -12.26% |
| google_search_ww_game-3_service6_c1 | 93 | 9 | 5.53$ | 9.68% | 0.61$ | 77.59% | 80.00% | 91.11% | 22.41% | 0 | 0$ | 0$ | 70.69% | 0.00% | 0.00% | — | — | — | — | — | — | — | — | — |
| google_search_ww_game-3_service6_c1 test bids | 109 | 22 | 31.23$ | 20.18% | 1.42$ | 94.64% | 84.91% | 98.11% | 5.36% | 0 | 0$ | 0$ | 92.86% | 0.00% | 0.00% | — | — | — | — | — | — | — | — | — |
| change, % | 17.20% | 144.44% | 464.74% | 108.47% | 132.79% | 21.97% | 6.14% | 7.68% | -76.08% | N/A | N/A | N/A | 31.36% | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
Result. Successful in US and EU: CR increased while CPO decreased; WW volume was too low for a confident conclusion.
| Campaign | Impr. | Clicks | Cost | CTR | Avg. CPC | Search impr. share | Impr. (Abs. Top) % | Impr. (Top) % | Search lost IS (rank) | Conversions | CPA | Conv. value | Search top IS | Conv. rate | Search lost IS (budget) | Session campaign | Transactions (all users) | Total revenue (all users) | CPO | AOV | Transactions (first purchasers) | Total revenue (first purchasers) | CAC | FP AOV |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| google_search_us_game-3_pve-service11 | 3,113 | 154 | 633.54$ | 4.95% | 4.11$ | 36.17% | 42.89% | 65.99% | 63.83% | 14.03 | 45.16$ | 734.08$ | 23.87% | 9.11% | 0.00% | google_search_us_game-3_pve-service11 | 13 | 761.89$ | 48.73$ | 58.61$ | 3 | 149.97$ | 211.18$ | 49.99$ |
| google_search_us_game-3_pve-service11 test bids | 4,464 | 240 | 1,444.07$ | 5.38% | 6.02$ | 49.50% | 60.71% | 73.27% | 50.50% | 17.83 | 80.98$ | 1,423.83$ | 36.27% | 7.43% | 0.00% | google_search_us_game-3_pve-service11 test bids | 14 | 2,398.27$ | 103.15$ | 171.30$ | 4 | 510.95$ | 361.02$ | 127.74$ |
| change, % | 43.40% | 55.84% | 127.94% | 8.69% | 46.47% | 36.85% | 41.55% | 11.03% | -20.88% | 27.08% | 79.32% | 93.96% | 51.95% | -18.44% | N/A | N/A | 7.69% | 214.78% | 111.66% | 192.29% | 33.33% | 240.70% | 70.95% | 155.53% |
| google_search_eu_game-3_pve-service11 | 3,569 | 310 | 975.41$ | 8.69% | 3.15$ | 47.49% | 68.28% | 80.11% | 26.45% | 11.12 | 87.69$ | 598.48$ | 38.05% | 3.59% | 26.06% | google_search_eu_game-3_pve-service11 | 16 | 886.30$ | 60.96$ | 55.39$ | 1 | 42.05$ | 975.41$ | 42.05$ |
| google_search_eu_game-3_pve-service11 test bids | 2,319 | 246 | 1,133.98$ | 10.61% | 4.61$ | 53.84% | 79.85% | 86.60% | 19.17% | 13.96 | 81.22$ | 1,251.11$ | 46.64% | 5.68% | 26.99% | google_search_eu_game-3_pve-service11 test bids | 8 | 407.52$ | 141.75$ | 50.94$ | 3 | 170.16$ | 377.99$ | 56.72$ |
| change, % | -35.02% | -20.65% | 16.26% | 22.09% | 46.35% | 13.37% | 16.94% | 8.10% | -27.52% | 25.54% | -7.38% | 109.05% | 22.58% | 58.22% | 3.57% | N/A | -50.00% | -54.02% | 132.51% | -8.04% | 200.00% | 304.66% | -61.25% | 34.89% |
Result. Mixed: EU improved CR 58% and reduced CPO 7%; US CPO increased 79%, although AOV nearly tripled. Scale only with regional controls.
Conclusions
Overall verdict: selective rollout. Higher bids were successful for service6 in US and EU, where CR increased while CPO decreased; WW volume remained too low for a confident decision. For service11, retain the higher-bid setup in EU, where CR improved 58% and CPO decreased 7%, but keep regional controls in US because the AOV uplift did not offset the higher CPO. Scale by region and direction rather than applying a universal bid increase.