Project Objective

The challenge was to test the potential profitability of pay-per-click, for Baker Ross and Yellow Moon, and open up an additional acquisition channel.

What we did

After an initial test period, the client asked us to roll out a key campaign in the run up to Christmas, in an attempt to maximise results. So we were faced with a new challenge – how could we deliver an ambitious but controlled launch plan in weeks, instead of months?

By applying our principles of Forensic PPC and digging deeper to identify areas where we could drive more volume and maximise sale value – we were able to create bespoke tools that saved the client time and money.

The result? We increased sales by 48%, hit cost per acquisition targets for both brands – and in the first 3 months alone – delivered 23,000 sales. This was achieved through a number of actions; deep-mining the longer tail keywords, using our bespoke software to expand and cover off all products and groups, and testing and continually optimising both ads and landing pages.

Project Objective

Dales Holiday Cottages, part of Hoseasons Holidays, wanted to us to re-build and re-structure their pay-per-click advertising account. They needed a team to hit the ground running and reduce their cost per acquisition and achieve full visibility across all of their 700 cottages. 

What we did

After taking over Dales Holiday Cottages PPC business from a leading regional media agency, our Forensic PPC team quickly set to work on the account re-build, to ensure continued visibility of all placements.

Our re-structure and expansion plan meant that within just two months of us taking over the account, we had managed to reduce cost per acquisition by 65% and increased impression volume tenfold. Dales Holiday Cottages now have full representation of over 700 cottages, with managed placements across key websites to drive highly targeted traffic.

Project Objective

Our challenge was to successfully take over M and M Direct’s pay-per-click advertising accounts from a major media agency and apply over 19 years of proven direct response expertise to boost results. Here’s how we developed and implemented a plan to reduce cost per conversion and drive more sales – helping M and M Direct expand into 7 separate territories including Europe and UK.

What we did

By dissecting M and M Direct’s PPC activity right down to individual keyword level, we could evaluate the entire sales process from search term to shopping basket. This meant we could create a cycle of continuous improvement, driving more people to their website and converting more of them into profitable customers.  

Over the first 6 months of managing PPC, we boosted M and M Direct’s volume by 107% and cut conversion costs by 25%, delivering the client an extra £4.5 million. Providing strategic planning and consultancy for the launch of M and M Direct into Europe, we were involved with everything from scoping the market, to building account structure and working with translators, to developing keywords and ads for individual marketplaces. 

Taking the account in-house was always part of the long term plan.  Once they were ready to do this, we helped hire their staff, train their team, and provided consultancy to ensure a smooth transition.