SA360 Auction-time Bidding. Driving Growth for Gregory Pennington

Cliente
Gregory Pennington
Sector
Finance
Soluciones

Google Marketing Platform
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Conversions Increase

+58%

+54%

Increase in CR

On completion of the roadmap, the winning combination of Auction-time Bidding & LTV Revenue were applied across the entire GP account.

Within the first fortnight, paid search activity broke conversion records for the business. Comparing account performance figures for the launch week versus the weekly average throughout the 6 months of testing, GP saw a 36% increase in online to offline conversion CR% and a -14% decrease in CPA.

Insights

Gregory Pennington operates in a market where a small number of keywords drive 60% of spend & on-site leads. The auction is heavily saturated with high-spending competition, entering & exiting on a monthly basis, presenting recurring CPC & efficiency challenges.

Incubeta helped Gregory Pennington react faster to market opportunities; using SA360 automated bidding to drive business performance & improve operational efficiency.

Estrategia

We helped Gregory Pennington react faster to market opportunities; using SA360 automated bidding to drive business performance & improve operational efficiency
We designed a 6 month roadmap to help Gregory Pennington find growth, testing to establish the best combination of; conversion goal (offline conversions vs. LTV revenue) & SA360 bidding solution (intra-day vs. Auction-time Bidding). On completion of the roadmap, the winning combination of Auction-time Bidding & LTV Revenue were applied across the entire GP account