year on year!
Aldermore was launched in 2009 and has grown very quickly, but still had ambitious growth targets to hit. They wanted an agency who could maximise results for all aspects of their digital marketing – making fast improvements to their existing performance and taking their digital activity to the next level.
Analysing the previous agency’s results, and implementing a testing strategy and improved setup of campaigns allowed us to quickly identify areas within the existing digital marketing channels (including PPC, aggregators, digital display and affiliates) that could be improved – providing opportunities to develop these existing channels, driving growth.
For example, within PPC specifically, we were able to leverage Aldermore’s success in the market by implementing review extensions (featuring the coveted industry awards that the brand had secured) in addition to other betas. These techniques combined provided Aldermore with increased presence on the SERP, encouraging improved CTR.
Previously the client could not track the efficiency of their marketing performance right through the sales funnel due to some products not having an end to end online customer journey (e.g.) mortgages. We implemented a solution that integrates with our online reporting system allowing responses to be assigned back to online, even when the conversion may have occurred offline.
Ensuring all product campaigns were accurately tracked from exposure to sale meant that the efficiency of cross- and up-sell campaigns using sophisticated retargeting methodologies in PPC and display could be accurately assessed and that the value of every customer contact was maximised.
This granular approach to channel set up and campaign management led to us outperforming the previous agency and driving significant sales growth within just 4 months of taking over the account!
Additional analysis also proved display to be hugely significant in assisting other channel conversions. Between 21% and 32% of conversion journeys delivering a last click sale through brand PPC, generic PPC, affiliates and aggregators contained display assists. Display activity has subsequently helped to maintain a higher level of PPC conversions, helping Aldermore hit their ambitious sales targets all year round – not just during seasonal peaks!
Having worked with equimedia previously I knew that they were the correct partner to drive our digital performance forward. We needed an Agency that would immediately deliver an improvement in results; and I haven’t been disappointed.
Figure 1: Testing improved the Aldermore landing pages.