Neilson’s PPC account had significant campaign inefficiencies which were legacy from a previous agency. This resulted in inflated CPCs, poor CTR, weak keyword quality score and a high CPA.
The Solution
addmustard carried out an account restructure to rebuild campaigns to Google best practice and to realign with overall business product structure.. Introduced a Google approved bid strategy over historical 3rd party auto bidding strategy previously used. Set up a price feed to integrate up to date pricing by destination to improve conversion rate and quality of traffic. Rolled out new ad copy and extensions across the account to push core brand messages, USPs.
The Results
An overall increase in CTR by 66%, CPC reduce by 19%, and a YoY revenue increase of 17%
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Overall increase in CTR
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CPC reduction
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Jennie Webster, Head of Ecommerce - Neilson Holidays
“addmustard have been supporting the Neilson marketing, technology and management teams across brand, performance, SEO,PPC, Re- marketing and CRO to help us drive growth and improve our marketing efficiency. In a very challenging trading environment, we have worked as an integrated team to grow our direct, online sales and reduce our costs of acquisition.”
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