October 19, 2020
It might have a magical title, but believe us, this business case will have some technical wording, and facts that will leave you astonished!
Feira dos tapetes, makes a contact to Logrise interested in the Amplifier product. As with any business, the dating game goes back and forth. Yet the client (or at this time, possible client) decides to challenge us to confirm the premise of our little robot.
In addition to the challenge of achieving more and better with a reduced budget, we also know beforehand that we would be competing with other agencies.
The challenges were many, that’s why we’ll list our concerns here for your viewing:
So much to do, so little time and as the saying goes, “we are only human” but robots aren’t …
We implement our Amplifier to collect data at maximum strength!
Afterwards, the Amplifier generates a report, and while analyzing it we identified the following optimizations:
It may seem ridiculously basic, but when applied well and refined, the effects are overwhelming.
Now comes the most interesting part of Amplifier, it is to be able to cross all this data, in a matter of a few seconds, with those who really shop. Therefore, and putting it in a list to better understand it, all the data mentioned above were crossed with:
“…Amplifier managed to generate a quarter of ad revenue with just 20% of the budget.”
The Digital Marketing strategy was focused solely on the Google Ads platform. The client said that we would only have 20% of his monthly budget for the proof of concept, which would translate to 6.66 €.
In total, and counting with our own campaign, there were 7 campaigns. The truth is that in just 30 days of experimentation, Amplifier managed to generate a quarter of ad revenue with just 20% of the budget.
This result made it the second campaign with the most revenue, but we will analyze those numbers below.
We are not going to go into details and numbers in regard of other campaigns, but we want to emphasize that all campaigns were working for a whole, and we want to make it clear here that when we talk about general numbers, we are also giving full recognition to what was done by these campaigns.
A brand already consolidated in its area and recognized by many, also had several years of advertisements and data that we could analyze.
The level of account is very well structured and easy to understand for those who had never seen and who had little preparation time.
In terms of branding, very strong campaigns with great results.
As mentioned in the previous section ‘The Other Campaigns’, recognition of what was done before Amplifier has to be given, as in Digital Marketing, there is continuous work in which the evolution of metrics is always sought either organically or through paid channels.
With what we said in ‘The Solution’ section, we went towards that line of thinking knowing that we would thrive in terms of results.
We crossed the metrics, created a strong branding campaign, with closed keywords and regions we optimized hoping for a good conversion.
Percent bids were placed on the electronic devices with the highest conversion in order to gain greater traction, to improve the CTR and to open the possibility of increasing the conversion rate.
In the middle of the campaign, there was a small drop in sales identified automatically that suggested a product display upon search recommended by the data provided from Amplifier where it crossed the Drop Rate and the Product’s revenue thus creating a kind of Best Sellers that in reality were the products that would most favorably be sold and not the best selling.
30 days of campaigns to feed these numbers.
And, of all the numbers that are possible to see in a Marketing report, here are the KPIs (Key Performance Indicator) that reveal success. These figures are from the totality of the campaigns and compared to the previous period. We will enter the individual data of the Amplifier in the following section below.
Clicks – The number of times a user clicks on an ad from this customer’s account, a reasonable increase of 7.8%.
CTR – The Click Through Rate. For many Marketeers the optimal value is 2%, here it is 4.55%, having increased by 6.7%.
Impressions – In terms of impressions an increase of 1.1%. An Impression is whenever the ad is shown in a search.
Now, these 3 KPIs are interconnected because there is no CTR without a Click and there is no Click without an Impression.
The explanation for these results being considered successes is the fact that with the increase in impressions, there was a greater increase in clicks, thus influencing the final CTR, translating into the optimization of the target audience and how advertising is being directed to the right segments.
considerados sucessos é o facto de que com o aumento de impressões, houve um aumento maior de cliques influenciando então o CTR final, traduzindo-se na optimização do público alvo e em como a publicidade está a ser direcionada para os segmentos certos.
Cost – What was spent in terms of ads, there was an increase of 0.2% explained by the fact that the Amplifier campaign entered the budget for this month.
CPC – The Cost per Click. 0.06 € per click is impressively low, but having it dropped 7.1% is even more impressive.
CPM – The Cost per Thousand Impressions. Translating this into math: every thousand impressions the Google tool is paid a certain amount. And just like that we see another expense dropping here despite the fact that a new campaign has joined the others.
Conversion Rate – Impressively an increase of 9.6% where in the previous period there had been a decrease of 18.2%, not only was this decrease recovered but also increased.
Another 4 KPIs that demonstrate the quality of the work done, there were increases where we wanted them and decreases where they should be.
Cost per Conversion
Sales – Basically, it is the number of times that a sale was successfully completed, an increase of 12.3% over the previous period.
Cost per Conversion – The important thing to remember here is that this cost has decreased by 12.1%, being now cheaper and more profitable by order.
Recipe – The dough – the moola – the scratch – the wonga that the campaigns yielded. A fantastic increase of 33.2%
The last 3 KPIs that summarize everything that has been written so far.
In these 30 days analyzed, we give you the individual numbers of the Amplifier: