In this series, we explore the finest work created by The Drum Recommended agencies. We will highlight top case studies to guide and inspire you in your journey to select a new agency relationship.
Last year the Recommended Agency Register (RAR) was rebranded as The Drum Recommends to bring it in line with owner The Drum. It remains committed to partnering brands with the correct agency using data and unique industry expertise.
When Coast took over management of EMP’s PPC activity, they were tasked with reducing cost per acquisition, increasing year-on-year revenue by 150% and doubling their return on ad spend (ROAS).
As work begun the key issues were identified by carrying out an audit which allowed us to pin point where our efforts should be focused. The most important issues to be addressed were:
- High spend
- Low return on ad spend (ROAS)
- High cost per acquisition (CPA)
- Low revenue (below client targets) even though the client was spending significant amounts each month
Based on the results obtained, the overall performance of the website was the main task, particularly with an extremely important and busy time period approaching (Christmas, Black Friday, etc.)
To achieve the results we wanted, we used Big Data Analytics in order to gain useful insights from the client’s marketing data as the account was too big to use standard analysis tools. By doing so, we were able to clean up the account, getting rid of any unnecessary areas and concentrate on areas that were already performing quite well. This enabled us to reorganise the account to give it a more effective structure and allocate spend more appropriately.
Changes that were made
Some beneficial changes were made including, removing wasteful keywords, making profitable keywords more efficient, PLA campaigns were broken out into product level ad groups to allow for bids to be altered on individual products, and many more. All of the modifications made were based off of the data analysis carried out and this insight helped us to improve the effectiveness of the campaign.
Within two weeks of the changes being made to the account, EMP saw some positive and impressive figures:
- Weekly spend dropped by 18.82% from €24,258 to €19,959
- Revenue generated per week increased by 49% from €42,029 to €62,920
- Average cost per acquisition dropped by 42% from €19.24 to €11.01
- Return on Ad spend (ROAS) improved by 186.7% from 0.75 to 2.15