How Phelps Digital Helped One Retailer Increase Leads 243% in 60 Days
CHALLENGE
A large retailer in the Southeast was looking to expand their business but was unsure of the best approach. They have been working with an agency for years but had no idea what they are getting for their investment, and if the set up of their current campaigns are even what they should be doing. The retailer needed a partner to come in and be an extension of their marketing team. They needed someone who could work directly with the agency to develop the best advertising strategy, manage budget, and help long term planning for a big year ahead.
SOLUTION
The retailer hires Phelps Digital. As soon as Phelps joined the team, an immediate in depth analysis of the campaigns took place. Quite a few things were identified very quickly:
Management fees were about 50% higher than industry average
Budget allocation between platforms was inconsistent and not aligned with what was providing the best return
SEM campaign was losing over 60% impression share to rank, which led to identifying poor ad group, ad copy and keyword structure
Hundreds of dollars being spent on irrelevant searches
Over 30% of budget being spent in cities over 30 miles from the store with a very low volume of sales
And more...
This retailer was spending $10,000/mo which included management fees and media spend toward SEM, Facebook and YouTube Ads. Phelps Digital was able to negotiate management fees down 10 points to a more competitive rate. Phelps also reallocated budget between advertising platforms to maximize return. Finally, Phelps spent the first 60 days helping to completely restructure the SEM campaigns for a more effective and efficient outcome.
RESULTS
With NO CHANGE in the total monthly investment, this is what the SEM campaign saw in just 60 days before and after the updates.
Not only was the volume of activity increased, but the efficiency of the campaign improved as well.
The reporting the retailer received never really indicated opportunity for improvement. It is so important to know the right questions to ask. Small changes can make a big impact!
