Discount Vouchers were looking to grow their email database from 6 million to 9 million subscribers and had a crystal clear CPA-based business model.
They engaged CAB to uncover opportunities in their 10 million Keyword Paid Search Account, challenging us to cut the cost of their customer acquisition from 49p down to a target of 25p. Here's how we did it.
Taking over an account with 10,000,000 keywords took some organisation. We broke the account into themes and ad groups and started identifying the under-performers.
From here we had to get deep into bidding strategies that took into account time of day, news events, geographic and user-context data to drive the CPA down further.
Manually managing a portfolio of keywords this size is like managing shares on the stock market. You've got to be entrepreneurial with the data.
After smashing our target in 60 days, we custom built an automated reporting system that let us track performance across the portfolio, letting us adjust bids in real-time and reach a rock-bottom CPA.
When the project had finished, their subscriber base topped 9 million making them officially larger than Groupon in the UK market.
What's more, we'd managed to cut their CPA from 47p to 15p per subscriber meaning our manually managed portfolio of 10,000,000 keywords ended up costing them £504,000 less in customer acquisition.