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Gas Safe Register wanted to improve the performance of their PPC campaigns and focus more on educating people about the importance of choosing a gas safe engineer. We helped them shift focus from conversion to brand awareness campaigns and reduce spend whilst ensuring as little drop as possible in performance. Results included a 40% reduction in cost per conversion and a reduction in cost per thousand impressions of 44%.
Gas Safe Register is a list of businesses and individuals that are legally permitted to work with gas and related appliances. Managed by Capita, they are the selected partner of the Government Health & Safety Executive and are responsible for running the gas registration scheme in the UK.
When they came on board, they were running paid search campaigns to:
Campaigns were under-performing and they had recently pivoted their strategy to focus more on brand awareness and gas safety which is a key business objective.
With a finite pot of advertising spend, shifting focus meant shifting budget from conversion campaigns to brand campaigns. Our job was to ensure that both campaigns were fully optimised and mitigate any drop in performance that usually naturally occurs with a drop in spend.
The objective of the conversion campaigns is to encourage people to ‘check the register’ to ensure they use engineers who are qualified and safe. They had a large number of campaigns running and were experiencing ‘campaign bloat’ where campaigns become ineffective, hard to optimise and ultimately waste spend. Our main focus was to consolidate the account into fewer campaigns – this meant that spend was not so diluted and also provided the Smart Bidding AI with larger pools of data on which to base decisions. The impact of this is that once Smart Bidding has identified what works best, it can then apply changes over a larger group, yielding better results overall.
On the brand awareness and education side, we focused largely on audience segmentation. Whilst they had already carried out some great persona work, the targeting options available in the display network didn’t match their audiences as well as they would have liked. We helped them re-segment their audiences to better match the targeting options and applied budget to what we saw working best.
The big success about this campaign to date is the disproportionate outcomes compared to the changes in spend, for example:
This is a great example of how better optimising your campaigns can lead to significantly improved results for the same or less overall spend.