With a solid account structure already in place, we focused on leveraging data to squeeze the most efficiency out of bid strategies, which enabled us to increase spend across the account. We utilised the regular uploading of customer match data and similar audiences to feed the bid strategies with positive data points, helping the algorithms to identify similar users.
We also identified an opportunity to use seasonality adjustments over the weekends, where CPA was much poorer due to the delivery cut-off, to help the bid strategies maintain a level of efficiency. We then re-invested the saved spend into Monday-Wednesday maximising visibility when onsite CVR was highest.
We also reviewed ad creative, being in an ultra competitive industry and competing with giants such as Hello Fresh, the visuals were essential to draw customers in to try Prep Kitchens dishes. We worked with the client to test the recent best selling dishes as image extensions, which resulted in CTR increasing +26%. We now update these regularly as consumer eating habits change through the seasons.
PPC
Efficiency improvements were immediate which meant we could push the campaigns harder to drive a volume increase. We’re now spending more on warmer audiences, on the days of the week they are most likely to convert.
“Hands down, it was the smoothest and most sophisticated onboarding we went through.”
“Throughout the onboarding process and beyond, Open Partners went the extra mile in understanding the overall business and specific marketing challenges we face, delivering an instant improvement in overall performance across all channels whilst supporting our journey to digital maturity.”
