Working Planet Marketing Group

Company: Online Shopping Portal

Overview: Our client’s success is built upon appealing to a wide audience with exclusive deals and a curated selection of listings suited to shoppers seeking everything from high-fashion prêt-a-porter to power tools. In an increasingly expensive and competitive market, their goal was to determine the value of their online marketing, grow conversion volume, and increase profit while overcoming restrictive CPA requirements, high click costs, and a shifting set of merchant listings.

Working Planet implemented a performance tracking and SEM strategy that targeted conversion volume growth, profitable account performance, and growth of their user base. Dayparting analysis revealed that nighttime site visitors converted at a rate 181% higher than daytime visitors.

To take advantage of nighttime value and volume opportunities, we changed bidding strategy to increase ad exposure during the highest-converting times of night. We found initial success with high-level bid adjustments and saw that a more diverse mix of search terms was producing traffic with bid adjustments in place. We quickly realized that performance differences were becoming so significant between day and night hours that new optimization rules needed to be established for daytime and nighttime account management. Creating full campaign clones to run exclusively during night hours allowed us to optimize day and night search term-level performance separately. Doing so also allowed us to take advantage of divergent campaign settings during daytime and nighttime hours.

Result: Independent optimization during nighttime hours yielded a 26% increase in conversion volume during the first 30 days of the tactic’s employment, and a 4% decrease in cost-per-click. Working Planet’s full suite of best practices, including implementation of time-based optimization tactics, resulted in an 87% increase in profit generated by our client’s pay-per-click campaigns over a six-month period.

File Under: Case Studies & Pay Per Click & Search Marketing & Working Planet Comments (0)

Company: Financial Services Firm

Overview: We had been consistently hitting the client goal of a 5:1 Return On Ad Spend (ROAS), but knew that his margins and the non-linear relationship of ad placement to volume created an opportunity for increased profit. We asked that he relax his strict ROAS requirement.

Result: By moving to a 4:1 ROAS his per-transaction profit dropped, but his aggregate profit almost doubled as we found substantially more volume.

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Company: Online Retailer

Overview:  The client had a new e-commerce site for retailing consumer products and was looking to drive sales while keeping cost-per-sale under control.

Result:  After a thorough audit of available search terms and search activity a campaign was crafted to quickly gather data and begin a performance-based campaign.  In this case, there was enough data to begin building a statistical model and getting the client profitable on major product lines within two weeks and on secondary products within six weeks.  The campaign in aggregate was profitable from day two.  Cost per sale was cut almost in half from week two to week four while sales volume increased 528% for the same period.

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Company:  Financial Services Firm

Overview:  The client had been using Pay-Per-Click marketing, but had no process for assessing success other than gross revenue.  In addition, the campaign had become too difficult and time consuming to manage internally.

Result:  A model-based approach to optimization, daily management, and a creative approach to correlating online metrics to profits resulted in a 245% increase in lead volume and an increase in ROI from PPC marketing from 85% to 548% in the first 8 weeks.

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