Paid Search Optimisation (PPC)

The Power of Unified Search

Stop Bidding Against Yourself: Save £1m & Still Grow

Just like Tesco.

Well-optimised content is great. But even with the best content in the world, it’s often difficult to get users to scroll past those first few paid slots on a search engine, so running a unified search strategy is essential in our AI era.

Save £1m & Grow

QueryClick were tasked with reducing SERP cannibalisation by Tesco.

Using our Halo reports we identified SERP CTR behavour where Paid and Organic overlapped and reduced the expected CTR.

Using this signal we implemented a holdout test that saved £1m in Media Spend with no impact on revenue.

Stop wating spend with QueryClick Insights.

Discovering Value

When asked to help Tesco reduce their media spend without affecting revenue, we were able to develop a strategy that unified performance around SERP clickthrough rate behaviour using our Halo tool. This allowed us to precisely target terms where searcher behaviour indicated organic results would pick up the slack if paid spend was reallocated away.

Building a data-led holdout trial confirmed the result, allowing a scaled implementation we could apply across the account, massively improving CPA and overall performance grew as freed up budget could be reallocated.

And just like that, £1m became available for allocating to drive incremental results. Find out how we could rebuild your paid media strategy today.

A Bedrock for Performance

At QueryClick, we believe Paid Search is the cornerstone of all performance-led strategies.

Your target customer will touch search channels multiple times ahead of conversion, and so consequently we need to blend defensive Brand and AI Visibility strategies with pure-generic growth performance strategies.

In addition we must understand the full-funnel experience your customer will experience, and account for all channel activity when refining our paid search activity to most efficiently influence and convert.

This required deep understanding and use of analytics expertise, which our expert team ensure is in place to measure and diagnose those customer journeys and fit your content messages and optimisations effectively.

Our ‘5 Pillars' guides best practice activation and optimisation of paid media campaigns to deliver unparalleled performance for our clients.
Pillar	Strategic Action
Planning	KPI performance is at the core of all decisions using robust forecasting and agile methods.
Creative Excellence	Driving relevance and impact through personalized messaging at every stage of the funnel.
Optimisation & Automation	Automating the "small stuff" and utilizing powerful automated bid strategies.
Audience	Leveraging segmented 1st and 3rd party data to find new high-value customers.
Attribution & Measurement	De-duplicating conversions and moving beyond "last click" with data-driven insights.

By working within this framework, we can ensure that at all times we are identifying impactful change that genuinely creates incremental revenue, and not just busy work for the sake of it.

Our unique, data-led approach to Paid Search delivers performance that nobody else can. But don't just take our word for it:

Peter Louca, Growth & Marketing Effectiveness Lead at Tesco Mobile

Following the results of our test, we were thrilled with the outcome and savings made.
Above all it showed how data and statistical modelling should be used in marketing to challenge a hypothesis, set up a control measure and manage a test correctly to get clear results.
We are excited about reinvesting the money saved back into marketing and bringing even more great deals to our customers.
— Peter Louca: Growth & Marketing Effectiveness Lead @ Tesco Mobile

Cut CPA by 26% & Increase Revenue by 41%

Using Corvidae AI to remove reliance on 3rd party cookies we built out customer journeys that were 39% longer, allowing us to see much earlier in the customer consideration period.

Giving this data to Google Ads to use for bid optimisation allowed us to demonstrate a 40% increase in ROAS, a 26% reduction in CPA and a growth of 41% in revenue.

Meet the QC team today and learn how we could rebuild your data and deliver incremental growth for you.

Delivering Performance

Paid Media Strategies that Drive Results

Allocating media spend efficiently across Paid Ad slots and Organic SERP results means we can maximise your brand visibility and efficiently capture conversions for new, incremental customer growth.

This is because: even the best ad content fails to drive results if potential customers don't get a chance to see and engage with your brand.

By taking this unified approach to the Search Engine Results Pages (SERPs), we reduce paid spend wastage through dynamic data analysis and best-practice activation, this lets us put that reclaimed media spend to work. This is where Corvidae AI allows us to super-charge our optimisation insights.

A Unified view of Ad Tech Campaign performance in Corvidae AI

With full-funnel attribution, we can also utilise the entire Paid toolkit to find, persuade, and convert customers.

Paid Search: Expert management of Google Ads and Microsoft Paid Search, including product feed optimisation and automated reporting.
Paid Social: Strategic campaign management across Facebook, LinkedIn, TikTok, Instagram, Pinterest, YouTube and X (Twitter).
Programmatic: Leveraging enterprise-level AdTech and best-in-class DSPs for impression and click tracking.
Customer Journey Optimisation: Segmenting data to find new high-value audiences and retaining them through tactical promotions.

+€692k Automated Incremental Revenue

Despite having Corvidae AI in place for 3 years, QVC still found an additional €692k in a holdout test of Google Ad campaigns running Corvidae's conversion pixel compared to Google Ads' own.

"...working with Corvidae has been game changing" - QVC Global Performance Marketing Manager, Kristina Neumeyer.

Discover the power of AI path stitching and automated enrichment of your AdTech with Corvidae AI and QueryClick's Paid Media Team.

Boost Social Revenue by +120% YoY like ToysRUs

When QueryClick took over the optimisation of ToysRus' Paid Social activity we found opportunities to rebuild around key seasonal events to make best use of media spend by looking at the full funnel with sophisticated attribution tooling & Halo reporting.

Within the first 6 months, we had bult a 120% uplift in revenue heading into their peak season.

By understanding which media was failing to deliver returns, and which was genuinely driving sales we were able to be much more efficient and our media spend reallocations paid off for ToysRUs.

+52% Incremental Revenue YoY

By building comprehensive Search Query reports for high value phone handsets, and aligning with Organic landing page performance using our Halo reports, we found a conversion opportunity in optimising Category Page content to improve conversion behaviour and align with both the Search Ad CTA and the Organic snippet brand quality CTA.

This alignment in pre-website messaging combined with improved landing page content and call to actions, delivered an uplift of revenue by 52% for the new iPhone handset launch that year.

Why not pick up your handset and organise a call with our team today?

Partner with Your Specialists to Build a Robust Strategy

Our in-house technology Corvidae AI allows us to unify your customer journey compliantly and without the use of cookies, making customer conversion journeys ~50% longer on average. Meaning we can correctly attribute top of funnel activity and automate AdTech's use of the true conversion journey.

Putting this insight to play in customer accounts allows us to tackle a wide range of client challenges:

Waste reduction
Audience scaling
Attribution accuracy
Cross-Channel messaging

Our team is also adept at building strategies for B2B and lead generation businesses, not just transactional sites.

Henri Sundman - Head of Marketing @ First Mortgage

The team at QueryClick have been instrumental in achieving viable and successful paid campaigns for us within the highly competitive mortgage industry. Our cost per acquisition has reduced significantly since the team took over and we have since been able to successfully target keywords that were previously unviable.
In a single year, the team have increased our lead volume by 48% while reducing our cost per lead by a further 12%.
Our overall impression share has also increased by 55% and we’ve seen a 35% increase in absolute top impression share on our core keywords.
Needless to say, we’ve been very pleased with the results and it’s been a real pleasure working with the team, who feel like an extension of our own.
— Henri Sundman: Head of Marketing @ First Mortgage

Client Experience

Your Team of Experts: On Call and Local

At QueryClick we use our Google Premier Partner expertise and proprietary technology to identify seven-figure growth opportunities while reducing spend wastage for every client programme analysed.

Request a free audit of your paid accounts today.

Through targeted pay-per-click campaigns, our team of PPC/SEM specialists are adept at connecting with the right people at the right time for less, leveraging upper-funnel searches at a lower CPC & CPA for incremental gain on your investment.

The QC team talk through client challenges in our London Office. — The QC team talk through client opportunities in our London Office.

Work directly with your expert, UK based team for specialist insight across:

Google Ads / 360 & Microsoft Paid Search
Unified Search Management
Best Practice Auditing
Audience Led Targeting
Product Feed Optimisation & Feed Management
YouTube & Display Management
Automated Reporting
Automated Bid Optimisation (Corvidae AI)

And many more technologies. We are leading experts in deploying AI in our workflow and strategies to keep you on the bleeding edge of modern marketing from day one.