Procter & Gamble joint venture
World’s No 1 selling brand in home pregnancy & fertility tests
24 multilingual websites
Focus – brand awareness and engagement
The Clearblue process of building and implementing SEM campaigns was complex and time consuming, and there was little visibility. Each of the 18 markets that ran PPC campaigns were responsible for their own planning, budgeting, execution and optimisation. Campaign implementation was often slow and inconsistent, and there was little flexibility. In addition, there was little visibility into spending and campaign results because of a lack of reporting and standard performance measurements.
Clearblue asked WBS to help them develop and test an agile search hub structure for implementing SEM campaigns quickly, efficiently and consistently across all countries. Key criteria also included simplified communication, quick decision-making, flexibility and making performance results visible.
A centralised search hub structure was designed to enable simpler and faster communication between stakeholders, which also encouraged end-to-end process ownership. WBS designed the search strategy, developed the PPC campaigns, implemented the reporting and measured the results.
Following a successful five-month pilot of the search hub in 3 countries, WBS rolled out the PPC strategy with centralised management and optimisation of SEM campaigns across 18 markets in Europe, North America, Australia, Russia and South Africa. Daily, weekly and monthly reports were developed to measure key performance indicators, such as the volume of traffic and its quality, click-through-rate (CTR), cost-per-click (CPC) and impression share.
The centralised search hub proved a big success, with overall traffic increasing by 81% in the first 6 months. There was also double-digit growth in clicks in 13 of the 18 countries. The average CPC was reduced by more than 30%, generating savings in excess of $1 MM annually. In addition, CTR improved by 25%.
This resulted in Clearblue outperforming their competition in paid search and enabled them to reach the top of the organic listings. They are now ahead of their business rivals in relevant search categories, both in terms of their ad positions and overall performance.
An important benefit of the centralised hub was that it enabled a quick reallocation of resources when required. For example, when the decision was made to start a PPC pilot for YouTube across several markets, funds were quickly reallocated from the centralised PPC budget.
This was something which would have been virtually impossible if one had to deal with 18 individual country budgets. The search hub structure, with one point of contact, succeeded in simplifying communications and saving time and effort, both at the global business and country level. Having just one agency to manage the whole process (strategy-implementation-tracking) from end-to-end also enabled the development of a holistic search strategy for PPC and SEO.
As a result of the success of the search hub, Clearblue has retained WBS to manage it globally and to expand it to include other initiatives such as YouTube and Facebook advertising.
“SPD commissioned WBS to develop a new global PPC strategy for Clearblue and to centralise the PPC activities for 18 countries into one hub. The results exceeded all expectations, driving great performance improvements, while substantially reducing costs. The WBS team has been very responsive and helpful at all times, proving to be real experts in their field. They are a lovely team to work with, which also helped us establish a strong, long-term relationship that feels like we are truly one team.”
Elena Sava, Clearblue Global Digital Design Manager, SPD Swiss Precision Diagnostics GmbH