Intelligence, Performance, Precision: Maximising Profitability in 2024

Intelligence, Precision, Performance: Maximising Profitability in 2024

In early 2024, MoneySuperMarket faced a decline in organic search traffic due to Google’s algorithm updates, impacting marketing margin for travel insurance. To counter this, we developed a PPC strategy focused on maximizing Gross Profit (GP) while reducing paid activity investment. Strategy Highlights: • Intelligence: Leveraged market data, auction dynamics, and the latest insurance provider deals. • Performance: Focused on increasing Average Order Value (AOV) and conversion rates. • Precision: Ensured cross-functional collaboration for aligned KPIs and informed bidding decisions. Implementation: • Optimised Bidding: Partnered with Google’s Profitable Growth Initiative and used forecasting tools and adjusted strategies to maintain GP. • Conversion and AOV Initiatives: Targeted high-performing segments and optimized for high-margin audiences like ‘Luxury Travellers’. • Cross-Functional Collaboration: Regular updates on product changes and market deals ensured cohesive decision-making. Results: This approach mitigated the impact of declining organic traffic and set new benchmarks for profitability and efficiency in our PPC campaigns.