italk wanted us to take their PPC account to the next level. As a challenger brand there were many problems to overcome. Low brand visibility meant low trust. Budgets couldn't be grown overnight. Return on investment was key to making the account's growth sustainable.
The biggest changes came from stripping away the expensive parts. Counter to conventional wisdom we avoided all generic terms. This let us avoid competing for the most costly clicks. Instead, we focussed on when and where ads did best, during core hours and on mobile. We also developed italk as a challenger, placing ads for people looking to switch. As the account grew we developed brand and remarketing campaigns to make the best of their growing visibility.
Average monthly clicks from ads improved by 1,238.55% in a year. Alongside UX improvements from our web design team this led to a 1,663.89% improvement in online sales. We also saw a strong drop in cost per click leading to a far better return on investment.
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