CLIENT CASE STUDY: INVESTING ALL TO TAKE IT ALLOne proven strategy to dominate the PPC game, break away from the stranglehold of marginal gains and outperform your competitors

ABOUT GENIE GOALS…

Paid Search Specialist

▪ Everyday, all day, all

we do is Paid Search

Performance Only Model

▪ We take all the risks

▪ We are incentivised by sales not spend

▪ Our clients never miss CPA targets

Obsessed About Winning

▪ Winning team (Genie Academy)

▪ Winning technology – Clarence

▪ Winning methodology

One proven strategy to dominate the PPC game, break away from the stranglehold of marginal gains and outperform your competitors

THE RESULTS – FIRST YEAR

THE RESULTS – SECOND YEAR

REVENUE – YOY 2014

January February March April May June July August September October NovemberDecember

2013 vs 2014 – Same COS

2013 2014

REVENUE – YOY Q3

January February March April May June July August September October NovemberDecember

2013 vs 2014 Same COS

2013 2014

+83% YoY

REVENUE – YOY SEPTEMBER

January February March April May June July August September October NovemberDecember

2013 vs 2014 Same COS

2013 2014

+100% YoY

HOW DID DO WE DO IT?WHAT’S THE COMMON DENOMINATOR?Three Keys to Success

THE THREE KEY ELEMENTS

▪ The Mind

▪ The Methodology

▪ The Resources

THE MINDAmbition – Thinking BIG

THE MINDTHINKING BIG

Not just a goal…

A BIG goal…

THE MINDTHINKING BIG

“To a man, it’s simply impossible”

Ford replied: ''Produce it anyway.” Henry Ford

THE MINDTHINKING BIG

If you don't have a mountain, build one and then climb it. And after you climb it, build another one; otherwise you start to flat line in your life.

Sylvester Stallone

THE MINDTHINKING BIG

▪ Eliminate limitations we inflict on ourselves

▪ Shifts our focus

▪ It raises the bar – prompts improvement

▪ It’s exciting

▪ It’s contagious, colleagues, boss… everybody

▪ Eliminates their fears

▪ It sets their own path

▪ It prompts improvement

▪ It’s more exciting

▪ It’s personal

THE MINDTHINKING BIG (FOR THOSE AROUND US)

AIMING BIG

How do we DOUBLE this account?

▪ New client meetings

▪ Clients reviews

▪ Our business

THE METHODOLOGYStart From The Top… Go In BIG

GOING IN BIG

Go in BIG to:

▪ Get data… fast

▪ Help set high CTR

▪ Find your magic position (hopefully

within first three, if not more CRO work is

likely to be required)

▪ Achieve maximum expansion

Then…

• Optimise

• Achieve maximum profits

• Go granular (CPAs set at product level)

• Repeat (Think BIG, Go in BIG, Optimise)

GOING IN BIG

THE RESOURCESTalent , Time and Technology…

TALENT

Recruit potential not experience:

▪ Trained a la Genie (or your methodology)

▪ Tap into their real potential (numbers, copy,

strategy etc)

▪ Hire people who “get it” and “get it done”!

▪ Allow them to grow through R&D

▪ Allow them to dare (to aim big)

TIME

Thinking TIME

▪ Be overstaffed most of the time

▪ Able to take on two new clients / projects…

“after lunch”

▪ 20% of time must be R&D

CLARENCE

We built our technology to:

▪ Do what our best PPC Strategist would do but

many times over

▪ Analyse data

▪ Bid effectively according to objectives

▪ Modelling / Forecasting

• Why build one (VS using an off-the-shelf solution)

▪ Custom scripts to better suit clients

requirements

▪ Custom reports

▪ Flexibility

AND IT’S WORKING FOR OTHERS TOO…

THE RESULTS

THE RESULTS

45% Now on its way to 35%

THE RESULTS

Client Z

AND MANY MORE

RECAP – THE THREE KEY ELEMENTS

▪ The Mind – Think BIG

▪ The Methodology – Have ONE

▪ The Resources

▪ Talent – Tap into their potential and invest in training

▪ Time – Allow for R&D and be overstaffed

▪ Tech - That works for YOUR / your clients business

TAKE ACTIONAn idea without action is like a table without legs…

@lucasenatore - @geniegoalsluca.senatore@geniegoals.co.uk0844 415 5532 – 07769 833 144