Pay Per Click Enterprise is our Scale Based Approach to Building Brands on a Macro Level. Our Approach is based on our premise that Ideas Drive Performance and by thinking creatively with accountability, we can generate new Greenfield Audience while performing at the most efficient level to fulfill demand. Here are a few case studies of our approach to Scaling Paid Media.
Case Study 1: Enabling An On-Demand Platform to Scale in SEM
In 2013, A Local On-Demand Service Delivery Platform was stuck at scaling their business model. While Paid Media brought in leads at a cost efficient CPA, any increase in spends would lead to higher CPAs. The company used modern portfolio bid management tools and a CRM system to measure results. There were already 1M Keywords of which 90% were active. The company was also testing Google’s algorithm for bid management.
At BMG, we believe every paid search auction is won before it starts. While Machines and AI are important, they can only amplify what is already great (e.g. the architecture of any account). To BMG, this means logical account architecture, consistent and proper use of keyword match types, ad copy consistency, and consistent macro settings. This is also the foundation of how each search engine planned their data structures on campaigns and ad group levels.
We restructured the account around Demand Generation and Demand Fulfilment themes to gain new greenfield audiences, Built new campaigns consisting of thematic ad groups with budget caps for tiering; split tested manually based on ROAS, created a multi-tiered data range approach to bid management once meeting data sufficiency metrics.
Spends Scaled 5x; ROI sustained.
Case Study 2: Achieving High Performance with Greenfield Audiences in Social Media.
In 2017, A Multinational Company was running Programmatic, Paid Social and Paid Search. The CRM showed that Social Media (Facebook specifically) was generating the highest volume of new leads, at a relatively high CPA in their CRM compared with Search. The client also noticed that there were a lot of likes on the Fan Page. Lastly, the Client was stuck at scaling their business model: Any Increase in Paid Media spends across any channels, would linearly increase CPA. The company has a 400+ Active Ad Sets in its Facebook Business Management with weekly product launches, a Solid Creative Team, a modern portfolio bid management tool and a CRM system to measure results.
At BMG, we see Social as Demand Generation and Search, for the most part, as Demand Fulfillment. Social Media, specifically Facebook, is utilized best when being able to segment audiences after they have engaged on various Earned or Owned Media Assets of a Company. To BMG, this means segmenting Top of the Funnel and the Mid Funnel, and retargeting with negative exclusion across 1, 2, 8 day and 60 day time segments, with unique Creative Assets with a unique time based Call to Action.
We restructured the entire Account in Facebook Top of Funnel, Mid Funnel, Time Based Retargeting Ad Sets; replicated performing Ad Sets, performed look alike targeting on Engaged Non Customer Segments when we saw increased velocity in performance and split tested manually at the initial stage. Upon meeting base line performance either in New GreenField Engaged Non Customers, or actual Customers, we would turn on Automated Bidding.
Spends Scaled 3x; ROI Sustained : Most importantly new Audiences and ultimately customers were discovered.