How Advanced Analytics and Teamwork Improve PPC Performance
IMPAQT Case Study: Consumer Packaged Goods
A well-known consumer packaged goods home delivery company was not pleased with the performance of its PPC efforts and switched from its previous Search vendor to IMPAQT. Through this change, the client was seeking better performance, especially with respect to its high cost per order and lack of conversions.
QUESTION:
How could IMPAQT help the client increase its conversions while lowering its cost per order?
REVELATION:
Our account team and analytics professionals first examined the client's PPC campaigns to find the root causes of their lackluster performance, as well as ways to improve. Testing showed that the client's campaigns needed to be drastically restructured to improve their performance.
We used our predictive modeling and forecasting tools to determine the best methods for restructuring their campaigns. The new campaign structures allowed more flexibility in bid and budget management. This increase in flexibility helped us better track performance and allocate spend to the best performing campaigns. It also allowed us to test promotional messaging and identify where each message resonated the most. We used our analytics to inform the client of possible outcomes due to changes in bids and budgets, as well as explain the reasoning behind our strategies. The structure was developed based on the geographic and historical data to maximize production by breaking out the top performing terms by region.
The complex structure allowed IMPAQT to employ a variety of strategies that has helped to drive new orders, including:
- Geotargeted campaigns that reach searchers in the client's most profitable geographic markets.
- Mobile advertising that reaches consumers using a new search marketing medium.
- Testing that led to an understanding of how each region responds to each offer independently.
- Testing for unique and new keyword sets independent of current performing budgets.
- Sitelink testing that allowed for an additional opportunity to communicate with the consumer.
The IMPAQT:
As a result of IMPAQT's efforts, the client saw:
- 35% growth in year-over-year volume in the most recent six months of the campaign.
- 50% growth in year-over-year volume in the most recent three months of the campaign.
- 16% drop in year-over-year cost per order for the most recent six months.
- 33% drop in year-over-year cost per order for the most recent three months.
"Our observations of the vendor's management team show them to have two refreshing attributes that are disappointingly absent from other vendors we reviewed: 1) they take an emotional stake in their company and in their clients' welfare, and 2) they're a practical group who focuses more on doing the work than on how they spin what they do."
The Forrester Wave™: US Search Marketing Agencies, Q1 2011 (January 2011)
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How Advanced Analytics and Teamwork Improve PPC Performance