Implementing AI to increase online sales

Challenge

Increasing the profitability of campaigns

FC Barcelona's goal was to increase online sales and improve profitability, so the club restructured its Google Search strategy and incorporated Smart Bidding (AI).

Firstly, it simplified and restructured its account in order to optimise performance. In addition, FC Barcelona moved from a manual bidding strategy (manual CPC) to a Smart Bidding strategy that allowed them to test bids with CPA targets and maximise conversions.

Whereas manual bidding strategies allow the advertiser to decide the maximum cost per click (CPC) they wish to use on their ads. With Smart Bidding strategies, advertisers use machine learning (AI) to increase conversions or improve conversion value.

"The AI strategy in Paid Search has helped us boost results in Google Ads, reducing CPA and boosting campaign performance through bid automation."

- Kevin Fàbregues, SEM Specialist at Adsmurai

Solution

Reduced CPA and increased revenue

The new strategy exceeded FC Barcelona's expectations, with an average 192% increase in sales (244% in museums and 131% in football). The club also achieved significant CPA reductions, with a 25% decrease in Spotify's stadium visits and a 42% decrease in football. 

"Google has established itself as a key part of FC Barcelona's performance strategy, contributing directly to increased revenue and delivering on the club's business objectives".

- Héctor Hernández, Account Manager at Adsmurai

It is worth mentioning that Google has also highlighted this case study as an exemplary success story.