Driving performance for a global phone protection brand

The Challenge

Tech21 is a global phone protection brand with a clear mission: to create the most intelligent protection on the planet. Tech21 appointed DemandMore in 2020 to handle media-buying responsibilities globally across paid search, paid social and programmatic. We were tasked with increasing sales revenue while reducing costs in its main markets of Europe, the US and Australia.

The Solution

We took a three-pronged approach to increasing efficiency within Tech21’s accounts. Firstly, we implemented a single-keyword ad group structure, which allowed us to increase the relevance between what users were searching for and Tech21’s advert, enabling us to drive down the cost per acquisition. Secondly, we implemented Google’s machine learning-based bid management technology. This allowed us to more efficiently bid towards a tROAS for generics and Shopping to more carefully manage efficiency.

We also used Google’s target impression share bidding to maximise impression share for brand terms at the lowest possible cost, increasing revenue while decreasing costs. Finally, we used n-gram analysis, a strand of natural language processing, to analyse search query reports to find poor-performance search terms that we could exclude to reduce wasted spend.

What the client said

DemandMore began managing our PPC account shortly before I started at Tech21 and even in that relatively short period of time, we have seen positive year on year growth, as well as a significant improvement in ROAS. Not only are the team at DemandMore easy to communicate with, but their proactive response to account and website changes has been reassuring – especially as we are all working through this period of uncertainty. Having had hesitations about working with PPC agencies previously, I have found the regular catch ups with Zach and Amy and the open, honest relationship we have developed very helpful and encouraging. I look forward to the continued improvements we are sure to see over the coming months.

Roan Bentley
Digital Acquisition Manager

The results

Increase in revenue YoY
Decrease in media cost YoY
Increase in ROAS YoY

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