2017 Gold Best use of search

Spark Foundry and Performics

Royal London

How search found the real brand

Campaign overview

Misleading customers was never Royal London’s intention.

The brief was to increase PPC sales on branded keywords - their most efficient campaigns – to protect the brand and lead customers down the right path.

Strategy

Spark Foundry and Performics’ aim was to build on the growth of Royal London’s brand, with the simple and effective aim of increasing PPC sales on branded keywords.

Increased competition in the sector was taking its toll on the brand. This meant customers were being lead here, there and everywhere across the web. To start, the team needed to protect Royal London’s Search Engine Results Pages.

Efficiency in the PPC spend would also need to come from an integrated approach.

Spark Foundry and Performics knew that branded search was strongly influenced by the success of TV and Door Drop channels, which also drove pretender websites to infringe on branded keywords.

Data driven bidding need to be deployed in order to create change.

Creativity

Understanding the importance of dependability, the team set about creating trustworthy clicks.

That meant multi-variant testing ad copy to increase CTR and authority within the London’s Search Engine Results Pages across all devices.

Results

As a result of Spark Foundry and Performics’ integrated campaign, keyword level ad copy optimisation increased CTR by 12% and conversion rate by 32% alone.

Following this, year-on-year branded CPCs reduced by 35%, sales increased 47%, with CPAs lowered by 53%.

Team

David Meliveo (Head of Marketing & Promotions) Royal London - Marta Gonzalez (Acquisition Marketing Lead) Royal London - Dhiresh Hirani (Marketing Manager - Digital) Royal London - Ajay Solanki (e-Business Lead) Royal London - Malcolm Torrance (Data & Marketing Science Lead) Royal London - Tim Diviny (Copywriter) Royal London - Dominic Macon-Cooney (Senior Marketing Manager - Acquisition) Royal London - Fabian Alvarez (Senior Conversion & Analytics Manager) Royal London - Matt Sanderson (Ebusiness Conversion Analyst) Royal London - John Davies (e-Business Content Manager) Royal London - Mark Barrett (Art Director Elmtree) Creative

Contributors

Spark Foundry / Performics (Paid Search Agency)