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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.
The team discovered 7's Predictive Search Bidding, an automated engine developed specifically to address inefficiencies in the SEM market. "There are other bidding tools on the market, but 7's Predictive Search Bidding solution was far beyond anything else we had seen," says Richard Adams-Mercer, co-founder and marketing director at Parcel2Go.com.
"Our goal was to see if 7'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 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 Predictive Search Bidding."
7's Predictive Search Bidding engine delivered cost savings of 28% and produced a 32% ROI improvement for the trial period. "The results delivered were way and above what we had been able to achieve on our own using our existing approach," says Adams-Mercer.
Convinced by the test, the Parcel2Go.com team decided to move ahead and expand its use of 7's Predictive Search Bidding engine to all of its SEM campaigns. After one month of the full roll out, the company doubled its year-over-year ROI, delivering 18% more revenue at 41% lower cost.
"What surprised us was that we were able to get the same revenue but in a much more efficient way," says Adams-Mercer.
The results delivered were way and above what we had been able to achieve on our own using our existing bidding approach. We've doubled our year-over-year ROI, delivering 18% more revenue at 41% lower cost."