Brief
Moonfruit wanted to improve the efficiency of their PPC campaign by maximising paying customers for a given level of budget, across the UK and US market.
Insight
Consumer behaviour changes substantially depending on their Search query. This also holds true for terms that appear to have the same value, e.g. “make a website” vs. “build a website”.
Moonfruit’s site enables two types of transactions; free registrations and paid subscriptions. Due to the lower number of subscriptions, bid decisions have to be made on registration data. However, this can be misleading as the propensity of a customer turning from a free registration to a paid subscription changes by keyword category.
Solutions
We worked out the types of correlation between the two transactions, across different search terms. We then assessed the different values to free registrations for each campaign.
This posed another challenge: the evaluation of the PPC activity, while accounting for the lag between free registrations and subscription. To overcome this we built a predictive model in our reporting, which projected the actual value of our activity. This enabled us to have an accurate picture of the campaign performance and make close to real time decisions.
Results
There’s been a positive impact on the figures as a result of our actions and continuous fine tuning. Moonfruit experienced spectacular growth in the first twelve months as sales increased by over 300% over the last 13 months.
