Learn how Parcel@Go.com is using Campanja's SEM bidding engine to turbo-charge its paid search campaign ROI.

1. AT A GLANCE
The Goal:
Find new efficiency opportunities
to deliver more revenue at lower
cost from paid search.
The Challenge:
The internal SEM team had
reached the limits of what it
could achieve with its existing
optimization approach.
The Solution:
Use Campanja’s advanced SEM
bidding engine to optimize bids.
The Trial:
A/B test 50% of the company’s
SEM campaigns using Google’s
ACE testing framework to
compare Campanja’s results with
existing approach.
Trial Results:
32% uplift in ROI
1 month Full Rollout:
18% increase in revenue at 41%
lower cost, 2x year over year ROI.
Summary
As the leading parcel delivery comparison web site in Europe, Parcel2Go.com
invests heavily in search engine marketing to advertise special offers for its
delivery services to consumers and businesses. Faced with flat returns from
its own SEM optimization efforts, the company turned to Campanja’s advanced
SEM bidding engine to boost the performance of its paid search campaigns. The
results: a 32% uplift in ROI in the initial trial, and on full rollout has doubled its
year over year ROI, generating 18% more revenue at 41% lower cost.
Overview
For several years, Parcel2Go.com has relied on an internal team of SEM experts
to manage its paid search campaigns, with good results. However, as the
market grew more saturated, the team realized that its efforts to squeeze more
return on investment from its campaigns using manual efforts were reaching
their limits. “We knew the innovations we could accomplish on our own were
maxed out, so we began to look for new ways to get more efficiency from our
campaigns,” says Richard Adams-Mercer, co-founder and marketing director at
Parcel2Go.com.
The Campanja Solution
The team discovered Campanja, a new, automated bidding engine developed
specifically to address inefficiencies in the SEM market. “There are other
bidding tools on the market, but Campanja’s high-frequency bidding solution
was far beyond anything else we had seen,” says Mercer. “We were impressed
with the technology as well as the team’s deep SEM background and experience.
When we saw that the company was backed by a Google founding investor and
board member, we knew they must be on to something.”
A True A/B Test
In order to move forward, Mercer wanted his team need to prove an automated
bidding system would be worth the investment. Fortunately, Campanja offered
a unique solution: run a trial using Google’s AdWords Campaign Experiments
(ACE) testing framework to A/B test the results compared to Parcel2Go.com’s
existing methods.
“Our goal was to see if Campanja’s bidding engine was capable of generating
the same amount of revenue at the same or lower spend,” says Rob Mead,
marketing manager at Parcel2Go.com. “Once the goal was set, starting with
Campanja was as simple as giving them our AdWords login. We didn’t have to
make any adjustments to our campaign data or workflow to use Campanja.”
UK based parcel delivery comparison site uses Campanja to double paid search ROI

2. In the trial, the team split its campaigns into two groups, testing 50% using
Campanja’s bidding engine, and 50% using its existing approach. “The ability
to use Google’s ACE testing framework made it very easy to test the impact of
Campanja, and deliver objective, verifiable results,” Mead. “That was really key
in convincing our management team that the investment in Campanja would
return ROI.”
The ACE test ran for three weeks, long enough to account for typical fluctuations
in the market and give the team a reliable set of results. “I was pleasantly
surprised at how responsive and easy to do business with the Campanja team
was, and how easy it was to make adjustments and changes as we went,” says
Mead. “It was just a very positive experience overall.”
Trial Results: 32% ROI
At the end of the trial, the results were clear. “Campanja’s bidding engine
delivered cost savings of 28% and produced a 32% ROI improvement for the trial
period,” says Mercer. “The results Campanja delivered were way and above what
we had been able to achieve on our own using our existing approach.”
Convinced by the test results, the Parcel2Go.com team decided to move ahead
and expand its use of Campanja’s bidding engine to all of its SEM campaigns.
“ACE testing and the transparency of the results made it very easy to make the
decision to expand our use of Campanja to automate all of our bidding,” says
Mercer.
Full Rollout Delivers Even More Lift
After one month of the full roll out, Campanja delivered additional uplift. “Using
Campanja we’ve doubled our year over year ROI, delivering 18% more revenue
at 41% lower cost,” says Mercer. “What surprised us was that we were able to
get the same revenue but in a much more efficient way.”
In fact, the results were strong enough that Parcel2Go.com decided to increase
its campaign budget caps, thereby allowing Campanja’s optimized bidding to
generate even more revenue for the company. “We are now looking to increase
the scope of our paid search campaigns in 2015, since with Campanja, we can
prove the ROI is there,” says Mercer.
Campanja’s bidding
engine delivered cost
savings of 28% and
produced a 32% ROI
improvement. The
results were way and
above what we had
been able to achieve
on our own using our
existing optimization
approach.
• Europe’s largest parcel delivery
comparison web site
• Over 7 million consumer parcels
• Over 1.5 million web site visits/
month
• Industry’s highest global Net
Promoter Score
About
Parcel2Go.com
RICHARD ADAMS-MERCER
Co-founder and Marketing Director
Parcel2Go.com
Visit
campanja.com
Email
sales@campanja.com
Call
N. America 415-832-0089
EMEA +44 7974 140 758