Greenlight

Using a data-driven, integrated search strategy to drive efficiencies and drastically improve performance for Rajapack - Greenlight

Using a data-driven, integrated search strategy to drive efficiencies and drastically improve performance for Rajapack

16/07/2018
Project Clients: Rajapack

THE OBJECTIVES

  • To understand the value of certain keywords by using data to uncover their actual, cross-channel impact across all positions
  • To understand where paid investment would drive incremental revenue
  • To optimise both paid and organic activity using a data-driven strategy
  • To automate processes and reduce budget waste on vanity terms

THE STRATEGY

  • We tested vanity keywords in multiple positions to gain an understanding of the revenue driven holistically from paid and organic search
  • We used weighted correlation analysis to look beyond the obvious, pulling in the correlation between average position, click-through rate (CTR), revenue, and more, across both organic and paid search. This allowed us to see the value in terms of traffic and revenue, and to identify where we were cannibalising organic listing, therefore driving less valuable revenue
  • We used regression analysis to see a more informed view of performance, clearly demonstrating where we needed to be more efficient
  • We used this information to pull back in areas of cannibalisation, and reinvest in smarter testing opportunities
  • We analysed data-driven attribution reports to understand the long-term impact of paid search investment, identifying further opportunities to reduce wasted spend

THE RESULTS

  • 5.6% increase on our target revenue
  • 21% increase in cost
  • 43% increase in transactions
  • 80% increase in revenue, with a 165% increase in assisted revenue
  • 25% increase in average order value (AOV)
  • 65% increase in traffic
  • 27% decrease in cost-per-click (CPC)
  • ROI of 298%
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