Exceed Marketing

Cost per rental reduced by 50% despite COVID travel restrictions

Waterside — Fri, 01 Jan 2021 14:09:32 +0000

Cost per rental reduced by 50% despite COVID travel restrictions

Brief

Enjoy Travel were looking for an agency they could trust to take over from their in-house management of their paid marketing campaigns. Like many other brands, they’d tried the route of working with agencies but ended up bringing it in-house due to a lack of results.

Having worked successfully with the newly appointed director on a previous project that led to a multi-million buyout of the brand, Exceed were trusted with multiple objectives:

Increasing market share for Enjoy Travel in the car rental space across the world
Assisting with transitioning the brand from Enjoy Car Hire to Enjoy Travel
Increasing car rental bookings via non branded searches
Decreasing the cost per car rental booking

This was whilst the COVID pandemic had affected worldwide travel dramatically, an industry that is key to brands in the car rental space.

Solution

Initial quick wins were found to optimise current campaigns to instantly reduce the cost per car rental booking whilst in the background we worked on totally revamping their paid marketing campaigns.

We built new targeted and optimised campaigns per each key travel destination, developed new marketing audiences strategically to remarket to and constantly monitored travel restrictions updates to tackle the COVID travel restrictions.

Once we had enough data per campaign and destination, we put our expertise to work to find areas to optimise and grow the number of bookings whilst at the same time reducing the cost per booking.

Whilst bookings through branded search decreased due to the volatility of the market, our new non-branded campaigns and optimisations were so powerful that we were able to reduce the cost per car rental booking by over 50% in less than 3 months!

Results

52% reduction in cost per car rental booking

168% growth in non-brand bookings

70% increase in click to booking conversion rate

The post Cost per rental reduced by 50% despite COVID travel restrictions appeared first on Exceed Marketing.

Brand launch for fitness brand returns £1m in less than 12 months

Waterside — Wed, 03 Feb 2021 15:04:52 +0000

Brand launch for fitness brand returns £1m in less than 12 months

Brief

With massage guns taking the health & fitness industry by storm, Recovapro were a new player in the industry taking on established brands like Theragun & Hyperice.

Not only were Recovapro bringing a new product to market, but they were also a new brand with zero brand presence. Exceed were tasked to launch the brand in the UK, Europe, US & UAE with tough ambitious sales targets to hit from day one and establish both the brand and product as key players in the industry.

Solution

With thorough market and product research conducted, we set out creating a targeted strategy that reaped huge rewards. Using paid search, we took on the established brands by setting up optimised campaigns targeting competitor keywords whilst sending traffic to a comparison landing page which resulted in high quality scores, efficient CPC’s and strong sales performance. Not only did this help with sales, but also helped establish the brand name and increase consideration of the Recovapro product.

Additional paid search campaigns were launched to target product related searches and drive incremental traffic and sales. Furthermore, we optimised the Recovapro product feed and launched shopping campaigns that appeared alongside competitor and product related search terms.

All campaigns were underlaid with optimised remarketing lists to ensure users were captured at different stages of the marketing funnel. Segmented lists based on website usage and length of visit helped to boost conversion rates and decrease cost per sale. Moreover, device bid adjustments ensured we maximised mobile traffic and sales.

Results

£1million revenue generated in 8 months

80% of sales via competitor targeting

60% of sales via mobile

The post Brand launch for fitness brand returns £1m in less than 12 months appeared first on Exceed Marketing.

Edible gift brand dominates UK online market within 6 months

Waterside — Tue, 24 Nov 2020 15:04:49 +0000

Edible gift brand dominates
UK online market
within 6 months

Edible gift brand
dominates UK
online market
within 6 months

Brief

Berry Bouquets tasked Exceed to launch the brand digitally in the UK with a goal of hitting a 700% ROAS target together with dominating the online space for edible fruit gifts.

They wanted to ensure they blew all competitors out of the water whilst ensuring the new Berry Bouquets brand was profitable from launch. A tough and demanding task but one we were eager to take on!

Solution

Once the brand, products, competitors, and keywords were researched we set about compiling them into relevant campaigns and ad groups to ensure every single ad across the campaign was targeted to specific searches. This approach developed high quality scores from launch resulting in lower CPC’s and high click through rates to bring in quality traffic at a cheaper cost.

Using the research initially conducted, we used this information to optimise the Berry Bouquets product feed to make sure the highest searched keywords were present throughout the product feed. Google Shopping is vital to any ecommerce brand and we knew to dominate the market we needed to produce a high-quality feed to provide Berry Bouquets the dominance they craved.

Furthermore, we introduced high quality audiences, both remarketing and in market, to capture returning visitors and those looking to purchase gifts soon. Utilising high bid adjustments for the best performing audience lists, we were able to increase conversion rates and reduce the cost per each sale.

We were delighted with the results the above achieved with Berry Bouquets text ads visible at the top of search results whilst Google Shopping pages were dominated by their products. We pushed competitors out of top positions with auction insights showing the biggest competitors impression share on high performing keywords dropping from 93% to less than 10%!

Results

896% return on ad spend

1,678% monthly growth in sales

95% of top ad visibility across vital keywords

The post Edible gift brand dominates UK online market within 6 months appeared first on Exceed Marketing.

Over £200K revenue generated during Ramadan & Eid

Waterside — Tue, 05 Jan 2021 09:24:20 +0000

Over £200K revenue generated during Ramadan & Eid

Over £200K revenue
generated during
Ramadan & Eid

Brief

Eid Party took the Islamic décor market by storm with over 100,000 followers amassed organically on social media. Their paid media was handled in house using simple Google led automated campaigns and left to run whilst paid social was run with simple boosts of organic posts. Exceed were tasked to bring our paid media expertise to revamp Eid Party’s digital marketing and increase turnover and ROAS, in the UK and across the globe.

Solution

Branded campaigns were built instantly to ensure maximum coverage on Eid Party related search terms and promote key décor themes through ad messaging resulting in higher conversion rates than previously seen when PPC was managed in house.

Campaigns around core keywords such as ‘Ramadan décor’ and ‘Eid décor’ were vital to Eid Party’s success with high volume of traffic and sales coming through these campaigns. With return on ad spend (ROAS) high through the well optimised campaigns we were able to ensure Eid Party stayed front of mind by dominating top ad positions and increasing market share.

With a wide range of décor products available through the Eid Party range, thorough keyword research was conducted per product category and built into relevant and optimised campaigns. This allowed us to maximise traffic through longer tail searches where expected click through and conversion rates were higher.

Due to Google’s policies related to religious beliefs and products, we were unable to use remarketing lists for Eid Party but this didn’t stop us from using in market and affinity audiences to overlay onto each campaign. We primarily targeted those in-market for ‘Gifts & Occasions’ whilst targeting parents who wanted to make Ramadan & Eid special for their children also proved successful.

Shopping ads were vital to the success of Eid Party’s digital marketing campaigns with over 34% of non-branded sales coming through this channel. Using an optimised product feed combined with ROAS bidding strategies that focused on maximising revenue, we were able to return an impressive 6% conversion rate and high profits.

Core of a key social media strategy is creating optimised audiences. Thinking outside the box we created audiences that included charities with an affinity to Muslims whilst also targeting those who were interested in nasheed artists (Islamic singers). We remarketed to potential customers who had been to the website previously whilst there was a key focus on those who had abandoned their cart. Facebook’s powerful lookalike audiences were then added and all this combined together resulted in substantial sales and profits.

Results

Over £200,000 revenue generated

£13 profit for every £1 spent on ads

6% conversion rate through shopping ads

The post Over £200K revenue generated during Ramadan & Eid appeared first on Exceed Marketing.

Record number of door sales returns over 1,000% on ad spend

Waterside — Tue, 05 Jan 2021 09:32:10 +0000

Record number of door sales returns over 1,000% on ad spend

Record number of
door sales returns
over 1,000% on
ad spend

Brief

Doors2Floors are a specialist retailer in internal doors whilst also offering a range of products across external doors and flooring. They had recently closed their showroom in Leeds and opened a smaller showroom in Batley. Online sales were extremely low with monthly sales in single digits despite investing heavily on the website. Exceed were brought in to turn around website performance and vastly increase sales and revenue at a profitable rate.

Solution

Shopping was a key element of the strategy for Doors2Floors and this meant we focused heavily on the product feed to ensure all product attributes were filled out as accurately as possible. This ensured all necessary and optional data was provided to Google to maximise our reach across relevant product terms.

This was vitally important for those potential customers searching for specific door names, colours, materials, sizes and manufacturers. We knew that those customers searching on Google for these specific longer tail keywords were much more inclined to purchase products from Doors2Floors as they had already conducted much of their research to know the type of door they needed. This resulted in higher click through and conversion rates through the shopping campaigns we had built for the client.

We tried and tested search campaigns for those keywords we aimed to target through the shopping campaigns but saw that performance through search wasn’t as great. However, overlaying remarketing audiences to these campaigns resulted in improved performance, pushing those who had already visited the website previously to come back and purchase their desired products.

Results

1,000% return on ad spend

950% growth in monthly online sales

38% reduction in cost per sale over 12 months

The post Record number of door sales returns over 1,000% on ad spend appeared first on Exceed Marketing.

700% increase in year on year enquires for leading beauty school

Waterside — Tue, 05 Jan 2021 09:35:09 +0000

700% increase in year on year enquires for leading beauty school

700% increase
in year on year
enquires for
leading beauty
school

Brief

London School of Beauty & Make-Up approached Exceed to increase enquires for their renowned courses. They were working with another marketing agency who hadn’t been successful in generating many leads. Not only that, but the limited number of leads they were receiving for their courses were at a very high cost.

Solution

When we took over the PPC account for London School of Beauty & Make-Up (LSBM) we were shocked to see the poor state their account was in with no clear strategy in place. We love a good account revamp here at Exceed so we set about doing what we know best.

We spent a good amount of time understanding each course that the client provided and matched this up with our keyword research to create relevant campaigns per course. This included generic make up and beauty course keywords, keywords based around the course levels as well as specific course names provided by LSBM. This ensured we captured users through paid search at every stage of the funnel.

The make-up and beauty course industry is highly competitive with brands aggressively bidding on competitor names. Unfortunately for LSBM, their brand name also included generic phrases like ‘london make up school’ and ‘london beauty school’ that competitors were able to target easily through their campaigns. To rectify this problem, we build out brand specific campaigns based around the clients brand as well as bidding aggressively against competitor brands.

Many of those interested in LSBM courses prefer to call directly and therefore call tracking was implemented so the client could measure the success and ROI of each call. We used this data to apply optimisations to the campaigns, ensuring our optimisations focused on high ROI terms resulting in higher value leads generated through PPC.

Results

700% increase in enquiries

52% reduction in cost per lead

77% growth in click to lead rate

The post 700% increase in year on year enquires for leading beauty school appeared first on Exceed Marketing.