Download - Client Case Study: Investing All to Take it All with Genie Goals - Luca Senatore, Genie Goals
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CLIENT CASE STUDY: INVESTING ALL TO TAKE IT ALLOne proven strategy to dominate the PPC game, break away from the stranglehold of marginal gains and outperform your competitors
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ABOUT GENIE GOALS…
Paid Search Specialist
▪ Everyday, all day, all
we do is Paid Search
Performance Only Model
▪ We take all the risks
▪ We are incentivised by sales not spend
▪ Our clients never miss CPA targets
Obsessed About Winning
▪ Winning team (Genie Academy)
▪ Winning technology – Clarence
▪ Winning methodology
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One proven strategy to dominate the PPC game, break away from the stranglehold of marginal gains and outperform your competitors
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THE RESULTS – FIRST YEAR
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THE RESULTS – SECOND YEAR
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REVENUE – YOY 2014
January February March April May June July August September October NovemberDecember
2013 vs 2014 – Same COS
2013 2014
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REVENUE – YOY Q3
January February March April May June July August September October NovemberDecember
2013 vs 2014 Same COS
2013 2014
+83% YoY
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REVENUE – YOY SEPTEMBER
January February March April May June July August September October NovemberDecember
2013 vs 2014 Same COS
2013 2014
+100% YoY
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HOW DID DO WE DO IT?WHAT’S THE COMMON DENOMINATOR?Three Keys to Success
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THE THREE KEY ELEMENTS
▪ The Mind
▪ The Methodology
▪ The Resources
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THE MINDAmbition – Thinking BIG
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THE MINDTHINKING BIG
Not just a goal…
A BIG goal…
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THE MINDTHINKING BIG
“To a man, it’s simply impossible”
Ford replied: ''Produce it anyway.” Henry Ford
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THE MINDTHINKING BIG
If you don't have a mountain, build one and then climb it. And after you climb it, build another one; otherwise you start to flat line in your life.
Sylvester Stallone
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THE MINDTHINKING BIG
▪ Eliminate limitations we inflict on ourselves
▪ Shifts our focus
▪ It raises the bar – prompts improvement
▪ It’s exciting
▪ It’s contagious, colleagues, boss… everybody
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▪ Eliminates their fears
▪ It sets their own path
▪ It prompts improvement
▪ It’s more exciting
▪ It’s personal
THE MINDTHINKING BIG (FOR THOSE AROUND US)
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AIMING BIG
How do we DOUBLE this account?
▪ New client meetings
▪ Clients reviews
▪ Our business
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THE METHODOLOGYStart From The Top… Go In BIG
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GOING IN BIG
Go in BIG to:
▪ Get data… fast
▪ Help set high CTR
▪ Find your magic position (hopefully
within first three, if not more CRO work is
likely to be required)
▪ Achieve maximum expansion
Then…
• Optimise
• Achieve maximum profits
• Go granular (CPAs set at product level)
• Repeat (Think BIG, Go in BIG, Optimise)
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GOING IN BIG
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THE RESOURCESTalent , Time and Technology…
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TALENT
Recruit potential not experience:
▪ Trained a la Genie (or your methodology)
▪ Tap into their real potential (numbers, copy,
strategy etc)
▪ Hire people who “get it” and “get it done”!
▪ Allow them to grow through R&D
▪ Allow them to dare (to aim big)
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TIME
Thinking TIME
▪ Be overstaffed most of the time
▪ Able to take on two new clients / projects…
“after lunch”
▪ 20% of time must be R&D
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CLARENCE
We built our technology to:
▪ Do what our best PPC Strategist would do but
many times over
▪ Analyse data
▪ Bid effectively according to objectives
▪ Modelling / Forecasting
• Why build one (VS using an off-the-shelf solution)
▪ Custom scripts to better suit clients
requirements
▪ Custom reports
▪ Flexibility
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AND IT’S WORKING FOR OTHERS TOO…
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THE RESULTS
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THE RESULTS
45% Now on its way to 35%
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THE RESULTS
Client Z
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AND MANY MORE
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RECAP – THE THREE KEY ELEMENTS
▪ The Mind – Think BIG
▪ The Methodology – Have ONE
▪ The Resources
▪ Talent – Tap into their potential and invest in training
▪ Time – Allow for R&D and be overstaffed
▪ Tech - That works for YOUR / your clients business
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TAKE ACTIONAn idea without action is like a table without legs…
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@lucasenatore - @[email protected] 415 5532 – 07769 833 144