Performance = Growth Marketing
Thought and Efficiency Drives Economics at Scale
Win the Biddable Auction Before it Starts
Our Approach is based on our premise that Ideas Drive Performance and by thinking creatively with accountability, we can generate new Audiences while performing at the most efficient level to fulfill demand. Here are a few case studies of our approach to Scaling Paid Media.
The Situation:
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.
Our Strategy:
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.
Our Approach:
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.
Results:
Spends Scaled 5x; ROI sustained.
Make it stand out.
Case Study 2: Achieving High Performance with Greenfield Audiences in Social Media.
The Situation:
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.
Our Strategy:
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.
Our Approach:
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.
Results:
Spends Scaled 3x; ROI Sustained : Most importantly new Audiences and ultimately customers were discovered.
Case Study 3: Luxury Retail
In 2010, this client had no e-commerce and there was limited awareness of their brand. They wanted to drive attention to consumers that were looking to travel and visit their retail store, and increase global brand publicity.
BMG dedicated account representatives to work closely with the client to provide customized reporting on a weekly basis and optimize each campaign according to KPIs. We also planned a rebranding campaign and implemented e-commerce to help continue growing their account.
Manage 6 main promotion events per quarter across 32 locations and in 5 languages, including Bahasa (Indonesia).
Successfully capture audiences during peak travel seasons.
Maintain high website volumes and low bounce rates via SEM.
Link audiences from online to offline retail stores.
Successfully rebranded client’s brand.
Pre-order now available in selective countries.
Case Study 4: Travel in China
In 2009, this client only held about 30-40% of the market share in China. Not only did they have a vision of becoming the leading online travel agency (OTA) in China, but also wanted to start tackling the international market as well.
BMG helped define their SEM Goals along with various KPIs, and created a full competitor strategy and technology integration to determine how to stand out from the crowd. We provided multichannel consultations, SEM campaign management and advanced technology to reach aggressive ROI KPIs. We also constantly provided market updates, strategies and competitor analysis to stay ahead of competition.
BMG helped provide a 10,000% growth since working together in 2009.
Client is now by far, the number one OTA in China while continuing to grow in other markets as well.
BMG helped this Client grow to build their BI and Market teams and manage over 80 Million keywords worldwide and US$8 Million in search media spend per month.
Case Study 5: Travel
This OTA wanted to extend their lead to Taiwan with their local brand, and selected BMG as their SEM Agency on Record in 2012.
BMG needed to define their SEM Goals along with various KPIs while doing a full competitor analysis to determine how to stand out from the crowd. We set aggressive KPIs and expanded our Taiwan branch to provide more insights and ideas. We also set up revenue tracking to implement more advanced optimization.
Successfully became and continues to hold the number one position in online travel in Taiwan.
Continued to grow the account while consistently driving more traffic and increasing their ROI.
Successfully hit all KPIs and goals.
Case Study 6: Cosmetic Brand in China
Client has no previous exposure in China other than on Baidu, and wanted to expand to other search channels to increase search presence and revenue. BMG built a new revenue stream by converting increased brand awareness to increased revenue. Expanded advertising to 360 and Sogou, covering 95% of the search market share in China
Case Study 7: Real Estate
Prior to working with BMG, this client had no servicing on their account, no language support across Asia, and a poorly designed and outdated landing page. BMG was tasked with restructuring their entire Google AdWords account, and apply proper English, Chinese, Korean and Japanese keywords, ad copies and landing pages. We also needed to re-design and produce an attractive and user-friendly landing page.
Expanded global reach to 10 countries and increase volume in each one.
Regulated methodologies for campaigns and landing pages across the APAC region
Organised target clients to those looking for Serviced Offices and Virtual offices
Case Study 8: Education
In 2013, a English Learning Company, had many local strategies and traditional offline advertising channels in place. However, they wanted to expand to the online world of advertising and implement proper digital tracking and analytics while setting proper performance metrics to drive up online registrations across multiple devices.
BMG provided tracking and analytics, while setting up a proper campaign structure with advanced budget allocations, localized keywords and ad copies, and multivariate testing.
Increased conversion rate by 122% in 2014
CPL is below the set KPI, and has been lowered by 35%