243% Increase in Transaction Volume for Mobile Phones Direct

Mobile Phones Direct approached Blueclaw with the task of using Bing and Google Paid Search to grow their market share and position in the ultra competitive phone contract sale market.

To continually improve profitability and scale the number of transactions, Blueclaw’s strategy leveraged a vast volume of data., including the following:

• Google Analytics Cross Channel Data: Blueclaw used a data driven attribution model to understand the full impact of their activity driving commercials for MPD. The team also used Google Analytics and Search Console to understand the crossover between their paid search and organic search activity.
• Connection Rate Data: Mobile phone contracts require credit checks. This meant that Blueclaw activity had to leverage MPD connect rate data to ensure the users would meet credit requirements. This was a key driver of profitability.
• Price Competitiveness Data: In a market where competitor offerings are very similar, price competitiveness is a key driver of performance. Google Shopping price benchmark data and MPD’s competitor monitoring team allowed Blueclaw to preempt which phone contracts would convert the most efficiently.
• CRM Data: As the team scaled their activity, the volume of CRM data improved. The team used CRM data to create audiences of users with contracts due for renewal and to exclude users who have recently purchased and were returning for customer service or to claim their cashback.

Tactical Execution
To implement their strategy, the Blueclaw team focused on the four following areas of Paid Search:

• Quality Score: 80% of quality score is 8 or above which means we were rewarded with a significantly lower CPC than our competitors. This was achieved through a granular account structure and rigorous ad copy testing.
• Audience Targeting: 56% of our conversions were driven by retargeting audiences at a 15% lower CPA. We used Google Analytics and CRM data to create several high intent audiences.
• High Intent Keywords: Google Shopping, Dynamic Search Ads and search query reporting ensured we had maximum coverage of high intent keywords. Regularly adding keywords enabled us to tailor ad copy to improve quality score.
• Bid Models: We tested Google Target CPA and Maximum Conversions vs. manual bids through Google Experiments. Due to the significant level of data, the automated bid models improved conversion volume and efficiency.