Vue (PPC)

Re-building Vue’s PPC strategy from the ground up to drive a 336% increase in CTR, 1,200% ROI, and establish an enormously fruitful client-agency relationship

The Client

Vue Entertainment is one of the world’s chief cinema operators. Priding itself on showing the latest film releases with the best technology in the best environments, Vue is a leader in the UK and around the world.

Founded in the UK following the acquisition of Warner Village Cinemas in 2003, Vue now has a global footprint. Vue International manages cinema chains around Europe and in Taiwan for a reach that totals 2,400 screens worldwide.

Fixing a broken model

Vue came to us looking for a partner to shake up its PPC strategy. Vue’s previous account structure was hindering its growth and it was paying more than it should for non-converting and converting terms.

PPC had never delivered any cost-effective value. The challenge for us was to reverse that.

We also had to ensure we would make PPC work without cannibalisation of organic traffic, and establish a way to make the two channels work together for greater gains.

A quick turnaround

In order for us to deliver growth, we knew we needed to urgently remove the wastage of spend on non-converting areas/keywords. The only way we would be able to achieve this was to do a full restructure

That re-alignment and restructure was completed in less than a week. We created a detailed process for restructure and transition phased by location and campaign type, ensuring the smoothest change possible, without any drops in performance.

Keeping it cost efficient

Bidding rules were built in DoubleClick to scale back on inefficient areas, giving us more room to support areas that were used to deliver more sales at a lower cost per action.

This worked perfectly. In concert with the rest of our strategy, it proved to be a wise move. As the results prove.

The results

Within two days of migration on to Edit’s new, structured accounts, there was an uplift of 336% in CTR, meaning more people were engaged with Vue’s ads. We saw a 121% increase in conversions, meaning an immediate uplift in account efficiency. And an 84% reduction in CPA, meaning more conversions for less cost.

But beyond the numbers, we also managed to help drive change and buy-in for the business. Not to mention laid the foundations for what has become an enormously successful relationship. It’s a great example of where careful planning at the beginning, at the strategy, can lead to a fantastic closing act.

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increase in CTR

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increase in conversions

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uplift in organic visits

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improved transactions

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ROI on UK PPC bookings