Case Study:
Startle Paid Search Case Study
Google Ads Audit & Cost-Saving PPC Campaign Management
Client
Startle is a leading B2B in-store music provider, curating background music for hospitality, leisure, business, and retail venues. By combining technology and behavioural science, Startle have helped increase dwell-time and purchasing behaviour for a number of clients, including Domino’s, England Rugby, and Santander.
The Brief
Screaming Frog’s PPC team were approached at a time when Startle’s Paid Search accounts had become overwhelmed by consumer-centric music terms dominating auctions, with increases in spend producing laboured returns and a decline in their competitiveness and market share.
Whilst we were engaged initially to provide consultancy, progress was slow, with Startle’s internal team finding themselves limited on both time and resource to actively enforce updates and recommendations.
The PPC team were then soon tasked with fully managing the account, with the aim to swiftly improve the quality of paid traffic as well as Startle’s competitiveness across the US and UK markets.
Serving the right audience, whilst also providing a streamlined user journey, would therefore be imperative to our entire approach.
Our Strategy
With Startle fighting a losing battle with the consumer side of ‘background music’ searches, and only 2 campaigns responsible for generating Startle’s paid traffic, building an appropriate, audience-led account structure was a clear requirement.
This first involved a deep-dive into search query data across both Google and Microsoft, allowing us to not only action past pitfalls, but also identify high-demand keywords to help re-shape the account. Layering in a robust negative keyword plan, appropriate audience bid modifiers and a vigorous tracking strategy, a new campaign structure was born; one that reflected each sector Startle catered for as well as allowing for performance-based budget distribution.
With the new structure built, a robust ‘test & learn’ process began, with each campaign receiving new ads and landing pages that focussed on the various stages in the conversion funnel. RSAs (Responsive Search Ads) were built directing traffic to the homepage, a dedicated sector page, and a newly built ppc-only quote page. These tests helped outline URL performance, as well as the type of content a user responded well to across each market. Learnings were then baked into subsequent updates, with new variations launched and tested.
Screaming Frog's PPC support has become invaluable for us this year, helping to resolve complex issues with spam traffic and get our accounts to our much tidier and more manageable place. The team have been extremely helpful and fast to respond to any queries we have, going above and beyond with our requests.
Mel Fulker
Chief Customer Officer - Startle Music
CTR
+279%
Click Share
+24.42%
Conversion Rate
+20%
Results
With a new streamlined account structure tailored to new customer acquisition and ongoing optimisations, the campaigns exceeded expectations, with relevancy and competitive metrics improving considerably.
Despite Paid Search historically being something of an untapped channel, following our management, it has quickly become one of the leading acquisition channels, with ambitions to grow this further across both sides of the Atlantic.
How can we help you?
There's nothing worse than pushy salespeople, which is why we don't employ any. Instead we let past victories speak for themselves. We can put you in touch with our existing clients, for an independent review of our work with them.
Our search engine marketing pricing depends on your activity, whether earned, owned or paid media and fees are based upon the time required to meet your objectives.
Contact us today if you'd like to know more about what our search marketing services can do to boost your business.
