Russ Powell Head Of Marketing Red Hot Penny - Aggression Efficiency & Budgets Unravelling Awesome...
-
Upload
craig-shipley -
Category
Internet
-
view
82 -
download
0
Transcript of Russ Powell Head Of Marketing Red Hot Penny - Aggression Efficiency & Budgets Unravelling Awesome...
I N S E R T C L I E N T N A M E
[email protected]@Russ_Powell_
Aggression, Efficiency & Budgets:Unravelling Awesome PPC
I N S E R T C L I E N T N A M E
Who’s this guy then?
Figaro Digital Marketing Summit 2017
Answering your first 2 questions:Who are Red Hot Penny?
C X C O N T E N T D E M A N D
G E N .
PPC & Biddable Media ∙ SEO ∙ Content Digital PR ∙ Insights ∙ Outreach
I N S E R T C L I E N T N A M E
…don’t fall asleep just yet.
3
PPC and Budgets…
£BUDGET
Figaro Digital Marketing Summit 2017
I N S E R T C L I E N T N A M E
Check your method
4
PPC and Budgets
£BUDGET
“£700”Method
Complexity
Use
fuln
ess
%Figaro Digital Marketing Summit 2017
I N S E R T C L I E N T N A M E
The Broken Link
5
PPC and Budgets
£BUDGET
Figaro Digital Marketing Summit 2017
I N S E R T C L I E N T N A M E
6
A Delicate Balance
AGGRESSION EFFICIENCY
Max. Leads @ Agreed Measure
Figaro Digital Marketing Summit 2017
I N S E R T C L I E N T N A M E
Scenario 2
Spend your £10k Deliver leads at a CPA of £8
Good Times or Bad Times?
• Constrained by budget• There was more business out there at
CPA • Could have been more aggressive
MISSED REVENUE
You’ve got a £10,000 budget for the month and an agreed CPA of £10
7
An “easy” example
Scenario 1
Spend your £10kDeliver leads at a CPA of £15
Good Times or Bad Times?
• Wasteful “overdrive” of campaign• Campaign offline before end of
month• Damaged efficiency
WASTED MONEYFigaro Digital Marketing Summit 2017
I N S E R T C L I E N T N A M E
8
PPC process flipped
£CPA, ROI, ROAS, CPL…
Metric-Lead not Budget-Lead
Let your performance target drive your PPCFigaro Digital Marketing Summit 2017
I N S E R T C L I E N T N A M E
9
Defining your performance targetMinimum
Improved
Better
Ideal
£
£
£
£
Figaro Digital Marketing Summit 2017
I N S E R T C L I E N T N A M E
• Generate the maximum number of leads at your agreed performance level
• Maintain optimum efficiency
• No campaign ever offline
• Greater predictability and trackability of acquisition costs (at your agreed
performance level)
• NO WASTED MONEY, NO MISSED REVENUE
10
The case for Metric-Lead PPC
“At a basic level PPC targets are there to aim for.At an intermediate level PPC targets are there to hit or beat.At the highest level PPC targets are there to be hit EXACTLY.”
Figaro Digital Marketing Summit 2017
I N S E R T C L I E N T N A M E
11
Lipsy began trading as a wholesale fashion brand in London in
1988. Acquired by retail giant Next, Lipsy.com has now become
one of the UK’s favourite online fashion destinations.
Increasing sales through Lipsy’s own site required a joint effort
from our PPC and Biddable Media, Paid Social, Organic Search
and Content teams.
Our work with Lipsy was recognised at the UK Biddable Media
Awards 2017.
738
R E S U L T S
£0.01
941
INCREASE IN SHOPPING REVENUE YOY
INCREASE IN REVENUE IN 2 YEARS
CPCs ON MOBILE BRAND TERMS
% %
I N S E R T C L I E N T N A M E
• AdWords account takeover:
o Category specific campaigns
o Granular key word lists
o Match types
o Ads
o Landing pages
• Mobile CPCs brought down from £0.25 to £0.01 for brands
terms
• Paid social for remarketing
• Google Shopping as a new channel
12
What did we ACTUALLY do then?
Figaro Digital Marketing Summit 2017
I N S E R T C L I E N T N A M E
13
Market-leading budget coach operator megabus chose Red Hot
Penny to increase annual revenue and profitability. Our PPC
and Biddable Media, Paid Social, Copywriting and Organic
Search services were all on-board to implement an integrated
digital strategy.
When Red Hot Penny and megabus partnered in October 2016,
we implemented a strategy across PPC and Biddable Media,
Paid Social, Organic Search, Creative Content and Copywriting
to increase the revenue and profitability of the business.
92
R E S U L T S
25
67
INCREASE IN REVENUE YoY REDUCTION IN CPA
INCREASE IN SEARCH VISIBILITY YoY
%
%
%
I N S E R T C L I E N T N A M E
• Took over all paid search efforts - full account rebuild:o Granular campaigns
o Cross-negation
o Large-scale search terms management Improved efficiency by 25% in just 6 months
o Test and reintroduction of high-level generic terms
• Paid social focused on geo-targeting
• Spend increase of only 11% for 92% YoY revenue growth
14
What did we ACTUALLY do then?
Figaro Digital Marketing Summit 2017