Tripling ROI for Radisson Edwardian through Paid Search
Increasing Audible.co.uk’s conversion rate through a dynamic paid search strategy
After realising that its paid search results had plateaued, Audible.co.uk came to us to revive disappointing sales figures through a dynamic paid search strategy. We had three main objectives:
First, we initiated a pre-campaign analysis – a key step in providing a thorough insight into Audible.co.uk’s existing target market. Our analysis showed that Audible.co.uk’s search was not only very small, but also that their consumers had a dynamic method of search that changed on a regular basis. Further analysis revealed Audible.co.uk’s previous campaigns had lacked the control required to successfully target such a niche market.
Following the initial analysis, we implemented an aggressive and better controlled PPC campaign that maximised every opportunity offered by Audible.co.uk’s niche target market. Audible’s previous PPC approach employed just one basic Google campaign. We implemented 22 dynamic campaigns in Google, 22 campaigns in Yahoo and also ran campaigns at maximum capacity in MSN.