Our client wanted to know if they could make their PPC budget go further. The Forward3D Data Science team specialises in helping quantify and understand the impact that strategic decisions can have commercially. Our team was tasked with measuring what the impact would be if the brand stopped investing in Core Brand terms.
Collectively, the Forward3D team alongside the client hypothesized that if Core Brand PPC 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.
As a result of our testing, the decision was taken to pause Core Brand terms, with the teams confident that the budget could be spent more effectively elsewhere.
Through this savvy re-investment, Forward3D was then able to produce significant growth in non-brand areas, including a 120% YoY revenue increase in a high performing non-brand category with a 76% YoY budget increase funded entirely through cost savings.
In turn, this resulted in a significant increase in incremental search income as the reinvestment of budget led to SEO and PPC working more efficiently together.
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