For Oak Tree Mobility, the challenge was one of scale.
They wanted to continue their upward sales trajectory and increase the volume of high-quality leads, but without increasing media spend at the expense of return.
In essence, our focus was on lead type and lead quality.
How we solved it
Our starting point was Oak Tree Mobility's current customer base – understanding the different paths to conversion and assigning them a value to the business.
Identifying these different value types as customer segments allowed us to move away from Target CPA bidding and toward Target ROAS bidding. This enables us to focus spend where it would have the greatest impact – higher value customers.
And the first port of call for this data was OTMs historic search activity. A core lead driver historically, this approach provided us with ready access to a wealth of valuable customer information.
This data was then supercharged using Google’s machine learning and Smart Bidding algorithms. This enabled real-time decision-making on the most cost-effective leads, strategically shifting spend to capture the most qualified leads.
As a result of our new value-based strategy, we were able to deliver a higher return on OTM’s media investment without compromising on target spend levels.