Paid search case study - ROPO analysis
Understanding where the budget is being spent and bookings are coming from in a ROPO market.
The brief
SKN approached us as they were spending £100k+ per month on PPC and struggling to connect the dots with media spend, enquiries and bookings.
Our remit was to optimise the search and social accounts and work with the internal stakeholders to better understand the ROPO (Research Online, Purchase Offline) journey of converting customers.
With new branches added to the estate every month, the challenge was difficult as the target was never static.
We completed all works when COVID started in March 2020.
Our strategy
- We fully rebuilt each campaign with a localised focus on each of the 75+ locations.
- We also added greater granularity to campaign retargeting across search and social.
- Dynamic retargeting to the top of the funnel SEO traffic with commercial offers.
- Utilised customised landing pages for different audiences.
- Utilised GA to upload purchase data and attribution to walk-in enquiries.
- Training for store staff to help in the attribution modelling.
What results did we achieve
Reduced blended CPA by 34%
Attribution of £5.87 to research
Our ROPO modelling shows the average walkin spends ~£5 online prior to booking. Valuable information.
Increase YoY conversion rate by 45%
Targeting the audiences and messaging increased the conversion rate to over 8% across all customer journey paths.
What our customer said about their campaign
Why choose Marketing Signals for your next search marketing campaign?
There are many search focused agencies out there.
Not all are made equal though. Is your current partner…
- Using trusted and transparent processes you are happy with.
- Providing transparent, real time reporting that you understand.
- Sharing learnings across all your marketing teams and partners.
- Delivering sustainable, attributable growth from SEM related activity.
- Commercially supporting your sales and marketing teams.
- Making you significantly more revenue from SEM than last year.
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