Percept was approached by a global blue-chip client who was looking for better insights into their current marketing efforts.
We recommended a range of specific changes they should make to improve the structural set up of activity that has then enabled improvement in the performance of their accounts, including:
Match type optimisation
Ad copy uniqueness
We identified these areas as those having the biggest impact against core brand KPIs, namely a reduction in cost, improvements in response and ultimately a greater ROI.
We estimated a minimum reduction in CPC of 30%, based on the health of the key metrics.
Post audit, after implementing our recommendations, we found improvements in all these structural and managerial areas and a resulting improvement in the performance of CTR and CPC.
The Percept Monitor platform allows brands, agencies and digital media practitioners to track progress when making improvements to accounts.
In this case, we can see how the client has improved of use Brand Negatives as part of the efforts to address our recommendations in the audit report.