Orbitkey
Orbitkey | The Dieter Rams Less But Better Strategy
Orbitkey was facing the “fre-enemies” conundrum many online brands face. As their Brand grows, and their Wholesale customers. The cost of Brand Terms exponentially increases.
The Challenge
Orbitkey’s initial brief for this campaign was a short term goal to maximise Google Brand search spend across their 3 key regions of Australia, USA and UK/Europe.
With a deep set of retailers globally bidding on brand terms, the existing setup was limited to defending brand terms only with retailers becoming more aggressive and Orbitkey’s costs increasing / profits decreasing.
We’ve perfected the formula for your brand’s success
Strategy
More and more, everything we do is moving online. But many organisations are not keeping up. Ease of discovery, frictionless service and a personalised experience are vital to ensure growth. It’s what customers expect.
More and more, everything we do is moving online. But many organisations are not keeping up. Ease of discovery, frictionless service and a personalised experience are vital to ensure growth. It’s what customers expect.
More and more, everything we do is moving online. But many organisations are not keeping up. Ease of discovery, frictionless service and a personalised experience are vital to ensure growth. It’s what customers expect.
More and more, everything we do is moving online. But many organisations are not keeping up. Ease of discovery, frictionless service and a personalised experience are vital to ensure growth. It’s what customers expect.
The Strategy
Phase One: Less But Better brand campaigns
We simplified the Brand Campaigns into human language. Rather than the PPC Specialists standard setup of; Exact, Broad and BMM.
We saw the differing intent of searches was divided between:
Orbitkey (brand only)
Orbitkey Reviews / Discount Code
Brand + Product
This allowed us to tick two boxes that were intertwined to improve results:
Fewer campaigns, optimised in a single Campaign budget to maximise Profit on Ad Spend
More human led language Ad Groups + Ad Copy
Orbitkey brand name as the original Key Organiser was.
The Results
Intentional has doubled the budget and Increased ROAS to 8.22x (from 3.7x) which resulted in a total Revenue from ads increase of $600k
