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OBJECTIVES

To increase brand awareness of the online store.
To drive registrations and sales.
To increase trust in the brand.

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STRATEGY

As this is a new brand, we needed to keep costs low for the client while optimising ad spend efficiently. We used both the Google and Bing search engines and we employed a three-pronged strategy:

  • Effective ad copy
  • Intensive competitors research
  • Maximum cost-per-click Bids

EXECUTION

The only way we were able to take on the established (big budget) online stores in SA, was to employ the following tactics:

  • Ad copy rotations for a better Click Through Rate
  • Rigorous competitor research, only serving our ads at #1 when Raru offered the best prices
  • Commercial keyword bidding to ensure commercial interest
  • Proactive negative keyword implementation
  • Show ads at very specific times to serve our ads based on several pre-determined metrics

BENCHMARKS

Global e-commerce Search CTR: 1.66%

Global e-commerce Search Conversion Rate: 1.91%

RESULTS

Data range: 16 Nov 2015 -11 Nov 2016

Increased brands average position on Google Search at a CPC increase of only 5c

Increased consumer trust in the brand – CTR increase from 11,16% to 24,22%

Increase in Search impression share & sales

Client increased advertising spend by 22%

Raru Ctr

10.46%

Raru CTR

Raru Conversion

8 138

Total Conversion

Raru Onlne Shopping Benchmark

1.91%

Global e-commerce Benchmark Conversion Rate

Raru Conversion Rate

7.95%

Conversion Rate

OTHER CASE STUDIES

A showcase of recent work we’ve done

Absa 1
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Absa Mega U

Cutting edge HTML5, to load in low bandwidth regions. Highly engaging Ad unit, kept user’s attention for 20 Seconds (the Global Benchmark is 8 Sec on Ad Unit).Campaign results were above the global benchmarks for the banking and finance industry, indicating users enjoyed spending time interacting with the brand. 

The Ad met all of Base 2’s objectives.

*All benchmarks are from Celtra Q3/4 Insights.

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Budget Insurance

OBJECTIVES 

Budget Insurance wished to communicate their offering through a digital market channel, whilst effectively reaching the relevant target audience to drive insurance sales at an cost per lead of R150.

To discover the right new users who were yet to be introduced to the brand into the top of the funnel, obtain relevance of the media to this audience and guide these users down the path to conversion whilst ensuring Budget's brand safety.

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SUMMER RETAIL

PRIMARY OBJECTIVE

The main objective of the Telkom Summer Retail campaign was to generate 8780 leads as well as deal purchases online for the seven package deals on offer between October 2015 and January 2016.

SECONDARY OBJECTIVE

We established an estimated cost per acquisition of R250 and the aim was to stay within that parameter.

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Champion
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CHAMPIONS LEAGUE

OBJECTIVES

To deliver maximum engagements on the ads posted on the Lay’s Facebook page during the UEFA Champions League which ran from 16 February 2016 to 31 May 2016. 

To achieve a cost per engagement at the industry benchmark of R1 - R5.

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CLIENT SERVICES

Mark1:

We takes pride in offering only the highest level of service to each and every client. Renowned for being early adopters, we have been fundamental in educating South African agencies and brands around Programmatic Technology and why it is a crucial element of Digital Marketing.

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Talk to Us

Are you ready to take your digital strategy to the next level? We would love to hear from you.

Programmatic
Premium
Social Media
Pay-per-click
Digital Design
Data Management

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