Smart Investment with IG Group

In a high value market where search volume is low, every click counts, and ensuring queries match to the most relevant keyword is pivotal. However, with changes to exact match it had become a challenge for IG to isolate and prevent less relevant query matching.

Using Squared.io, IG were able to see how many queries were being poorly matched to keywords and prevent any less relevant matching in the future using Squared.io automation. As a result, all key metrics improved.

The challenge

• In markets where search volume is low and customer value is high, ensuring you serve the most relevant ad and keyword for every query is critical to driving efficiency.
• However, query matching was becoming a challenge to monitor and even more difficult to control with the expansion of exact match matching.

The solution

• Using the Squared.io query audits, IG had visibility of query matching across all accounts and could see the impact less relevant matching was having on performance.
• By turning on the Squared.io ‘routing negatives’ automation, IG ensured any queries not matching to the correct keyword were automatically re-routed through negative keywords, preventing any future matching issues.

The results

Automation and account changes based on the Squared.io recommendations led to a score improvement of 25% over 30 days. As a result, account performance improved across key metrics, with a decrease in CPC of 21%, a CTR increase of 30% and a 45% increase in ROAS.

• CPC: -21%

• CTR: +30%

• ROAS: +45%

• Time saved: 40%