Tech21 is a global phone protection brand with a clear mission: to create the most intelligent protection on the planet.
Tech21 appointed DemandMore 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, restructuring their account allowed us to increase the relevance between what users were searching for and Tech21’s ads, which drove down the cost per acquisition.
Secondly, we moved them to a CSS provider and significantly improved their product feed. Optimising product titles, ensuring each product had GTINs and MPNs. Making sure each product was in the right GPC (Google Product Category) and fixing missing attributes such as colour, material and size.
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.