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.
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.