Parcel Monkey approached us as a brand that had seen strong growth through organic marketing channels, but had rarely explored paid channels as a means of acquiring new customers. The delivery comparison market is highly competitive, so it is not an easy party to join late. However, we knew there were was still an opportunity to throw our hat in the ring and drive cost-effective results for Parcel Monkey.
Our approach was largely split into two main streams:
Brand protection: Our brand term was being bid on heavily by competitors, so part of our paid search strategy had to be built around ensuring we were visible when users searched for our brand term.
New customer acquisition: We also wanted to reach new users that were currently unaware about Parcel Monkey and the services they offer. To do this, we would have to go after non-branded keywords as well. We used a large list of very specific keywords to reach users looking to move specific items to specific locations.
+333% YoY improvement to non-brand conversions
+460% ROAS year-on-year
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