create - day 2 - 10:00 - "deconstructing the most successful ppc strategies for global...
TRANSCRIPT
Deconstructing the
Most Successful PPC Strategies
for Global Retailers
James Bagley
@NakedWines
Luca Senatore
@GenieGoals
About Genie
Genie Goals
• Specialist performance marketing agency for the retail sector
• Paid search, display, shopping, email
• 8 in house languages
• Tech-heavy
• Campaigns in 63 territories
Luca Senatore @GenieGoals
About Naked
Naked Wines
• Best online wine retailer 2015
• Part of the Majestic Wine group
• Multiple award-winning
• We don't just sell wines - we make them
• Changed the lives of 106 winemakers in 65 places around the world
Luca Senatore @GenieGoals
About this talk
• The challenge
• The activity
• The results
Luca Senatore @GenieGoals
Luca Senatore @GenieGoals
The challenge
The activity
• Account structure
• Segmentation
• Ad Copy
• Technology
Luca Senatore @GenieGoals
The account structure
Segmentation0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23Total
Monday 9% 8% 4% 7% 3% 4% 15% 16% 17% 18% 18% 19% 18% 18% 19% 16% 17% 18% 18% 18% 15% 12% 14% 11% 17%
Tuesday 13% 11% 12% 8% 16% 12% 17% 20% 17% 16% 15% 16% 17% 16% 15% 15% 16% 16% 18% 17% 16% 15% 14% 12% 16%
Wednesday 10% 10% 4% 8% 14% 14% 9% 17% 16% 15% 15% 16% 19% 17% 16% 15% 20% 18% 18% 17% 17% 16% 15% 11% 16%
Thursday 9% 9% 7% 15% 16% 23% 18% 17% 18% 18% 17% 19% 21% 19% 16% 17% 21% 19% 20% 18% 14% 15% 12% 14% 17%
Friday 12% 10% 10% 8% 7% 14% 16% 19% 18% 18% 18% 20% 17% 18% 18% 17% 17% 17% 16% 17% 16% 11% 11% 11% 16%
Saturday 10% 8% 9% 16% 12% 13% 15% 19% 18% 20% 19% 21% 19% 17% 16% 14% 17% 15% 15% 14% 13% 12% 13% 10% 16%
Sunday 9% 8% 7% 7% 3% 14% 8% 13% 12% 13% 13% 12% 13% 13% 12% 12% 12% 13% 13% 14% 14% 13% 12% 10% 12%
Total 10% 9% 7% 10% 10% 14% 14% 17% 16% 17% 16% 18% 18% 17% 16% 15% 17% 16% 17% 16% 15% 14% 13% 11%
Town/City CTR
Cost /
engagement
Engagement
rate
London 12.93% £2.50 11.88%
Edinburgh 15.20% £1.78 16.95%
Manchester 15.57% £2.36 13.26%
Glasgow 15.05% £2.47 12.92%
Leeds 18.09% £2.64 11.25%
Bristol 16.02% £2.02 18.43%
Birmingham 14.22% £2.55 11.70%
Liverpool 15.63% £2.38 11.85%
Norwich 17.62% £3.70 8.54%
Sheffield 17.10% £2.22 13.13%
Newcastle upon Tyne 16.62% £2.10 14.86%
Cambridge 16.99% £2.72 12.04%
Oxford 16.82% £2.17 13.54%
Nottingham 15.69% £1.93 15.83%
Cardiff 17.60% £2.69 10.42%Luca Senatore @GenieGoals
Ad-Copy
Luca Senatore @GenieGoals
• Push the competition below the fold
• Provide best UX
• Better QS
• Better ROI
• Better brand-experience
The Technology
“Clarence in a slide”
• Intelligent bidding
• Enhanced campaign management
• Modelling and forecasting
• Deduping / attribution
• Reporting & alerts
Luca Senatore @GenieGoals
The results
• Lead volume up 275% since launch
• Brand protection
• Brand awareness
• Rolled out to Australia and soon USA
Luca Senatore @GenieGoals
Thanks! Questions?
James Bagley
@NakedWinesLuca Senatore
@GenieGoals