Paid search case study - ROPO analysis
Understanding where the budget is being spent and bookings are coming from in a ROPO market.
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.
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
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