Deconstructing the

Most Successful PPC Strategies

for Global Retailers

James Bagley

@NakedWines

Luca Senatore

@GenieGoals

About Genie

Genie Goals

• Specialist performance marketing agency for the retail sector

• Paid search, display, shopping, email

• 8 in house languages

• Tech-heavy

• Campaigns in 63 territories

Luca Senatore @GenieGoals

About Naked

Naked Wines

• Best online wine retailer 2015

• Part of the Majestic Wine group

• Multiple award-winning

• We don't just sell wines - we make them

• Changed the lives of 106 winemakers in 65 places around the world

Luca Senatore @GenieGoals

About this talk

• The challenge

• The activity

• The results

Luca Senatore @GenieGoals

Luca Senatore @GenieGoals

The challenge

The activity

• Account structure

• Segmentation

• Ad Copy

• Technology

Luca Senatore @GenieGoals

The account structure

Segmentation0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23Total

Monday 9% 8% 4% 7% 3% 4% 15% 16% 17% 18% 18% 19% 18% 18% 19% 16% 17% 18% 18% 18% 15% 12% 14% 11% 17%

Tuesday 13% 11% 12% 8% 16% 12% 17% 20% 17% 16% 15% 16% 17% 16% 15% 15% 16% 16% 18% 17% 16% 15% 14% 12% 16%

Wednesday 10% 10% 4% 8% 14% 14% 9% 17% 16% 15% 15% 16% 19% 17% 16% 15% 20% 18% 18% 17% 17% 16% 15% 11% 16%

Thursday 9% 9% 7% 15% 16% 23% 18% 17% 18% 18% 17% 19% 21% 19% 16% 17% 21% 19% 20% 18% 14% 15% 12% 14% 17%

Friday 12% 10% 10% 8% 7% 14% 16% 19% 18% 18% 18% 20% 17% 18% 18% 17% 17% 17% 16% 17% 16% 11% 11% 11% 16%

Saturday 10% 8% 9% 16% 12% 13% 15% 19% 18% 20% 19% 21% 19% 17% 16% 14% 17% 15% 15% 14% 13% 12% 13% 10% 16%

Sunday 9% 8% 7% 7% 3% 14% 8% 13% 12% 13% 13% 12% 13% 13% 12% 12% 12% 13% 13% 14% 14% 13% 12% 10% 12%

Total 10% 9% 7% 10% 10% 14% 14% 17% 16% 17% 16% 18% 18% 17% 16% 15% 17% 16% 17% 16% 15% 14% 13% 11%

Town/City CTR

Cost /

engagement

Engagement

rate

London 12.93% £2.50 11.88%

Edinburgh 15.20% £1.78 16.95%

Manchester 15.57% £2.36 13.26%

Glasgow 15.05% £2.47 12.92%

Leeds 18.09% £2.64 11.25%

Bristol 16.02% £2.02 18.43%

Birmingham 14.22% £2.55 11.70%

Liverpool 15.63% £2.38 11.85%

Norwich 17.62% £3.70 8.54%

Sheffield 17.10% £2.22 13.13%

Newcastle upon Tyne 16.62% £2.10 14.86%

Cambridge 16.99% £2.72 12.04%

Oxford 16.82% £2.17 13.54%

Nottingham 15.69% £1.93 15.83%

Cardiff 17.60% £2.69 10.42%Luca Senatore @GenieGoals

Ad-Copy

Luca Senatore @GenieGoals

• Push the competition below the fold

• Provide best UX

• Better QS

• Better ROI

• Better brand-experience

The Technology

“Clarence in a slide”

• Intelligent bidding

• Enhanced campaign management

• Modelling and forecasting

• Deduping / attribution

• Reporting & alerts

Luca Senatore @GenieGoals

The results

• Lead volume up 275% since launch

• Brand protection

• Brand awareness

• Rolled out to Australia and soon USA

Luca Senatore @GenieGoals

Thanks! Questions?

James Bagley

@NakedWinesLuca Senatore

@GenieGoals