CLIENT CASE STUDY: INVESTING ALL TO TAKE IT ALLOne proven strategy to dominate the PPC game, break away from the stranglehold of marginal gains and outperform your competitors
ABOUT GENIE GOALS…
Paid Search Specialist
▪ Everyday, all day, all
we do is Paid Search
Performance Only Model
▪ We take all the risks
▪ We are incentivised by sales not spend
▪ Our clients never miss CPA targets
Obsessed About Winning
▪ Winning team (Genie Academy)
▪ Winning technology – Clarence
▪ Winning methodology
One proven strategy to dominate the PPC game, break away from the stranglehold of marginal gains and outperform your competitors
THE RESULTS – FIRST YEAR
THE RESULTS – SECOND YEAR
REVENUE – YOY 2014
January February March April May June July August September October NovemberDecember
2013 vs 2014 – Same COS
2013 2014
REVENUE – YOY Q3
January February March April May June July August September October NovemberDecember
2013 vs 2014 Same COS
2013 2014
+83% YoY
REVENUE – YOY SEPTEMBER
January February March April May June July August September October NovemberDecember
2013 vs 2014 Same COS
2013 2014
+100% YoY
HOW DID DO WE DO IT?WHAT’S THE COMMON DENOMINATOR?Three Keys to Success
THE THREE KEY ELEMENTS
▪ The Mind
▪ The Methodology
▪ The Resources
THE MINDAmbition – Thinking BIG
THE MINDTHINKING BIG
Not just a goal…
A BIG goal…
THE MINDTHINKING BIG
“To a man, it’s simply impossible”
Ford replied: ''Produce it anyway.” Henry Ford
THE MINDTHINKING BIG
If you don't have a mountain, build one and then climb it. And after you climb it, build another one; otherwise you start to flat line in your life.
Sylvester Stallone
THE MINDTHINKING BIG
▪ Eliminate limitations we inflict on ourselves
▪ Shifts our focus
▪ It raises the bar – prompts improvement
▪ It’s exciting
▪ It’s contagious, colleagues, boss… everybody
▪ Eliminates their fears
▪ It sets their own path
▪ It prompts improvement
▪ It’s more exciting
▪ It’s personal
THE MINDTHINKING BIG (FOR THOSE AROUND US)
AIMING BIG
How do we DOUBLE this account?
▪ New client meetings
▪ Clients reviews
▪ Our business
THE METHODOLOGYStart From The Top… Go In BIG
GOING IN BIG
Go in BIG to:
▪ Get data… fast
▪ Help set high CTR
▪ Find your magic position (hopefully
within first three, if not more CRO work is
likely to be required)
▪ Achieve maximum expansion
Then…
• Optimise
• Achieve maximum profits
• Go granular (CPAs set at product level)
• Repeat (Think BIG, Go in BIG, Optimise)
GOING IN BIG
THE RESOURCESTalent , Time and Technology…
TALENT
Recruit potential not experience:
▪ Trained a la Genie (or your methodology)
▪ Tap into their real potential (numbers, copy,
strategy etc)
▪ Hire people who “get it” and “get it done”!
▪ Allow them to grow through R&D
▪ Allow them to dare (to aim big)
TIME
Thinking TIME
▪ Be overstaffed most of the time
▪ Able to take on two new clients / projects…
“after lunch”
▪ 20% of time must be R&D
CLARENCE
We built our technology to:
▪ Do what our best PPC Strategist would do but
many times over
▪ Analyse data
▪ Bid effectively according to objectives
▪ Modelling / Forecasting
• Why build one (VS using an off-the-shelf solution)
▪ Custom scripts to better suit clients
requirements
▪ Custom reports
▪ Flexibility
AND IT’S WORKING FOR OTHERS TOO…
THE RESULTS
THE RESULTS
45% Now on its way to 35%
THE RESULTS
Client Z
AND MANY MORE
RECAP – THE THREE KEY ELEMENTS
▪ The Mind – Think BIG
▪ The Methodology – Have ONE
▪ The Resources
▪ Talent – Tap into their potential and invest in training
▪ Time – Allow for R&D and be overstaffed
▪ Tech - That works for YOUR / your clients business
TAKE ACTIONAn idea without action is like a table without legs…
@lucasenatore - @[email protected] 415 5532 – 07769 833 144
