Case Study: Epitaph Group improves paid search performance with Skai

Epitaph improves paid search performance and informs future strategy for Wurth with Skai’s™ Experiments

Epitaph Group, working with Wurth Canada, wanted to determine whether Dynamic Search Ads could drive more incremental conversion value and traffic than keyword-only search campaigns, while also improving conversions and lowering cost per conversion. To answer this, they needed a way to test generic and non-brand activity against branded campaigns and compare the impact of different promotional ad copy over time using Skai.

Epitaph Group implemented Skai’s Experiments to run a pre/post test across campaign groups for about four weeks, with consistent budgets and a seven-day ramp-up period before analyzing results. Using Skai, they found that Dynamic Search Ads increased impressions by 13%, but conversion performance weakened slightly with a 5% net decrease versus the previous period; they also learned seasonal promotions should be paired with always-on offers. Skai helped Epitaph improve data auditing and make more informed future paid search decisions.

Epitaph Group

Sheena Chin

Paid Search Specialist