Scullin was reviewed as part of a broader weekly ad review call covering five clients. The focus for Scullin was campaign performance across branded, retirement, and competitor search campaigns, with a specific recommendation to change bid strategy on the competitor search and retirement campaigns to target CPA.
Attendees: Melissa Cusumano, Gilbert Barrongo, Mark Hope (Asymmetric)
| Campaign | Notes |
|---|---|
| Branded | High conversions; already using target CPA bid strategy |
| Retirement | High conversions; CPC elevated (~$63 cost per conversion) |
| Competitor Search | High CPC (~$120); lower conversion quality due to intent mismatch |
The competitor search campaign targets users searching for competing brands. As discussed, these campaigns inherently carry higher CPCs and lower conversion quality because users clicking the ad often realize it isn't what they were looking for. The current bid strategy (Maximize Conversions) is not constraining spend efficiently.
"They click on it and then realize it's not what they were looking for." — Mark Hope
Cost per conversion is approximately $63. While this is elevated, the team noted that a single sign-up in this business is worth tens of thousands of dollars, making the economics defensible. However, bringing the CPA down is still desirable.