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Case Study: Search Automation Finds the Back of the Net for Fanatics

Automation can change the way advertisers manage repetitive tasks and refine their campaign optimisation within their search strategies. It has the ability to handle a multitude of tasks including, bid management, reporting, routine checks, and pulling data. Furthermore, its bespoke nature can be used to fine tune your paid search campaigns to your personal goals.

Our very own Will Hamilton, PPC Analyst, shares why automated search campaigns can drive campaign performance on an even greater scale,

“Within the digital marketing industry search automation is becoming increasingly important. Having the ability to make automated and reactive adjustments to externally influencing factors can allow for maximum performance efficiency. Changes to the market or consumer behaviour can be capitalised on in a fraction of the time compared to non-automated activity. This not only helps maximise performance but also allows account managers to spend more time focusing their efforts on expansion opportunities and strategic planning.”

NMPi has been working with Fanatics International for the past three years, offering them international and domestic strategies and solutions for successful paid search campaigns. Fanatics International are the leading e-commerce partner for many of the world’s top football teams including Real Madrid, Chelsea and Manchester United.

See how search automation has improved revenue and driven real results for Fanatics.

Challenges

Account performance for football merchandise fluctuates significantly based on how individual players perform in matches. The majority of games are played on weekends and in the evenings, making it difficult to keep paid search ads up-to-date and as relevant as possible.

Our Objective

NMPi set out to build a solution that allows us to optimise our paid search activity based on live player performance.

Our Solution

NMPi created a bespoke Google Script that automated the bidding process, enabling us to continually optimise campaigns for every football match played in the UK. As player performance affects the sale of their football kit online, the script would adjust keyword bids based on the live point system from the official Premier League Fantasy Football API. These points determine the impact a player has on a match using goals, assists, clean sheets, cards received, minutes played and additionally awarded bonus points. This data was used to increase bids for players who performed well and decrease bids for those who did not, ensuring the optimal ad rank was achieved. The script was set to run an hour after each match played in May 2017 and bids were altered for 15 different players, as well as for non-player specific keywords using the team performance as a whole.

The Result

Month on month the account experienced a 21% increase in revenue and a 47% rise in traffic. For player specific keywords, traffic grew by 294% during this period. Revenue and sales experienced an uplift of 284% and 189% respectively. With the success of this campaign, we will now be rolling out the script to international markets.

“NMPi has been handling over 15+ of our accounts in numerous languages, since 2014. During which time it has grown under NMPi’s care. In May this year, the team suggested an innovative approach to bidding which really showed their understanding of our industry. This approach has seen even greater uplift and I am thrilled with the success of the campaign. NMPi has been a great agency to work with, helping to expand our PPC accounts into other territories.” ~Sahida Aarndell, Acquisition Executive at Fanatics

Case Study: Driving Autodesk’s Sales 300% through PPC and Display

PPC-Display-Case-Study

Background

Autodesk, Inc. is an American multinational software corporation that makes software for the architecture, engineering, construction, manufacturing, media, and entertainment industries.

 

Objectives

To drive online growth, increase traffic and sales.

Approach

 

PPC

The main aim here was to use PPC to drive traffic, and we used remarketing lists for a number of different products. We tested variations across international markets, including Scandinavia, the Czech Republic and Italy. In September this approach was fine-tuned by using retargeting lists to deploy highly relevant and specific ad copy, as opposed to generic ad copy. What this meant was that someone searching on a branded term that previously visited the Maya product page of Autodesk would be shown Maya product copy instead of generic ad copy.

Display

Our key strategy was the use of remarketing of lists from the PPC campaign. This activity also meant we could learn from important data in the PPC campaign to apply insight to the display campaign, which led to an increase in ROI. For example, by looking at the buying times for a visitor to click on a PPC ad (conversion lag) we could then apply this weighting on the display campaign. Another example where the application of PPC insight to the display campaign adds value, is in understanding the number of times a person had clicked onto a PPC ad (touch points). This helps to develop an understanding of the time it takes for visitors to convert to buyers, in this instance highlighting the fact that visitors clicked on ads several times, indicating a longer buying cycle.

Results

 

PPC

From January 2014 – August 2014 traffic driven from search remarketing campaigns increased by 400%. Display remarketing activity brought lost customers back in to the market through search.

Display

Autodesk saw an increase in overall traffic by 141% and a 300% uplift in sales between January 2014 (when display activity first started) and August 2014.

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