PPC & Data Science: An Evaluation of Core Brand Terms

Maintaining strong brand awareness, while freeing up additional dollars to reinvest.

Case Study

A client in the travel industry wanted us to test the hypothesis that their investment in brand terms could be spent more effectively elsewhere.

Goals & Objectives

Investigate all the options available to the client on where to place their paid search budget, and achieve a higher ROI.

Help to quantify and understand the impact that strategic decisions can have commercially, by measuring what the impact would be if the brand stopped investing in Core Brand terms.

Program Execution

Our client wanted to know if they could make their paid search budget go farther. Collectively, the ForwardPMX team alongside the client hypothesized that if Core Brand terms were turned off, there would not be a dip in total search sales because the brand’s strong presence in natural search would compensate for these lost clicks.

If this hypothesis proved true, it would mean that a significant amount of budget would be freed up for investment in non-brand terms, targeted at customers earlier on in their path to purchase. In other words, we thought that many of the clicks for Core Brand terms were coming from customers that may have otherwise gone on to convert anyway through the organic search results. The ability to reinvest this budget would allow our client to reach a larger number of customers that may be more undecided in who they would purchase from as they searched for more general terms.

Results

120%

Increase in Revenue YoY in a High Performing Non-brand Category

76%

Budget Increase YoY Funded Entirely Through Cost Savings

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