I N S E R T C L I E N T N A M E

RUSS.POWELL@REDHOTPENNY.COM@Russ_Powell_

Aggression, Efficiency & Budgets:Unravelling Awesome PPC

I N S E R T C L I E N T N A M E

Who’s this guy then?

Figaro Digital Marketing Summit 2017

Answering your first 2 questions:Who are Red Hot Penny?

C X C O N T E N T D E M A N D

G E N .

PPC & Biddable Media ∙ SEO ∙ Content Digital PR ∙ Insights ∙ Outreach

I N S E R T C L I E N T N A M E

…don’t fall asleep just yet.

3

PPC and Budgets…

£BUDGET

Figaro Digital Marketing Summit 2017

I N S E R T C L I E N T N A M E

Check your method

4

PPC and Budgets

£BUDGET

“£700”Method

Complexity

Use

fuln

ess

%Figaro Digital Marketing Summit 2017

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The Broken Link

5

PPC and Budgets

£BUDGET

Figaro Digital Marketing Summit 2017

I N S E R T C L I E N T N A M E

6

A Delicate Balance

AGGRESSION EFFICIENCY

Max. Leads @ Agreed Measure

Figaro Digital Marketing Summit 2017

I N S E R T C L I E N T N A M E

Scenario 2

Spend your £10k Deliver leads at a CPA of £8

Good Times or Bad Times?

• Constrained by budget• There was more business out there at

CPA • Could have been more aggressive

MISSED REVENUE

You’ve got a £10,000 budget for the month and an agreed CPA of £10

7

An “easy” example

Scenario 1

Spend your £10kDeliver leads at a CPA of £15

Good Times or Bad Times?

• Wasteful “overdrive” of campaign• Campaign offline before end of

month• Damaged efficiency

WASTED MONEYFigaro Digital Marketing Summit 2017

I N S E R T C L I E N T N A M E

8

PPC process flipped

£CPA, ROI, ROAS, CPL…

Metric-Lead not Budget-Lead

Let your performance target drive your PPCFigaro Digital Marketing Summit 2017

I N S E R T C L I E N T N A M E

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Defining your performance targetMinimum

Improved

Better

Ideal

£

£

£

£

Figaro Digital Marketing Summit 2017

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• Generate the maximum number of leads at your agreed performance level

• Maintain optimum efficiency

• No campaign ever offline

• Greater predictability and trackability of acquisition costs (at your agreed

performance level)

• NO WASTED MONEY, NO MISSED REVENUE

10

The case for Metric-Lead PPC

“At a basic level PPC targets are there to aim for.At an intermediate level PPC targets are there to hit or beat.At the highest level PPC targets are there to be hit EXACTLY.”

Figaro Digital Marketing Summit 2017

I N S E R T C L I E N T N A M E

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Lipsy began trading as a wholesale fashion brand in London in

1988. Acquired by retail giant Next, Lipsy.com has now become

one of the UK’s favourite online fashion destinations.

Increasing sales through Lipsy’s own site required a joint effort

from our PPC and Biddable Media, Paid Social, Organic Search

and Content teams.

Our work with Lipsy was recognised at the UK Biddable Media

Awards 2017.

738

R E S U L T S

£0.01

941

INCREASE IN SHOPPING REVENUE YOY

INCREASE IN REVENUE IN 2 YEARS

CPCs ON MOBILE BRAND TERMS

% %

I N S E R T C L I E N T N A M E

• AdWords account takeover:

o Category specific campaigns

o Granular key word lists

o Match types

o Ads

o Landing pages

• Mobile CPCs brought down from £0.25 to £0.01 for brands

terms

• Paid social for remarketing

• Google Shopping as a new channel

12

What did we ACTUALLY do then?

Figaro Digital Marketing Summit 2017

I N S E R T C L I E N T N A M E

13

Market-leading budget coach operator megabus chose Red Hot

Penny to increase annual revenue and profitability. Our PPC

and Biddable Media, Paid Social, Copywriting and Organic

Search services were all on-board to implement an integrated

digital strategy.

When Red Hot Penny and megabus partnered in October 2016,

we implemented a strategy across PPC and Biddable Media,

Paid Social, Organic Search, Creative Content and Copywriting

to increase the revenue and profitability of the business.

92

R E S U L T S

25

67

INCREASE IN REVENUE YoY REDUCTION IN CPA

INCREASE IN SEARCH VISIBILITY YoY

%

%

%

I N S E R T C L I E N T N A M E

• Took over all paid search efforts - full account rebuild:o Granular campaigns

o Cross-negation

o Large-scale search terms management Improved efficiency by 25% in just 6 months

o Test and reintroduction of high-level generic terms

• Paid social focused on geo-targeting

• Spend increase of only 11% for 92% YoY revenue growth

14

What did we ACTUALLY do then?

Figaro Digital Marketing Summit 2017

I N S E R T C L I E N T N A M E

RUSS.POWELL@REDHOTPENNY.COM@Russ_Powell_

Thank YouAny Questions?