Cambridge based digital marketing firm Genie Goals has been shaking up the ‘pay per click’ (PPC) community with its innovative approach to technology, training and client relationships.
PPC is a branch of digital marketing that uses adverts on search engine results pages (Google, Bing etc) to drive traffic and sales. Google’s PPC platform, AdWords, is now it’s leading source of revenue; a clear indication of how important this online advertising platform is to today’s leading online businesses.
Genie Goals’ cutting-edge software, designed in-house, was initially developed by parent company Genie Ventures for use on its existing websites such as Broadband Genie, Crowdstorm and Office Genie. But it proved so successful a new arm of Genie Ventures, Genie Goals, was created to take this paid search technology to a larger audience. It is even offering a free PPC account audit to demonstrate what it can do.
Genie Goals’ clients have benefited from impressive results across multiple sectors. In one year Amara Living saw its PPC revenue rise 113% while its cost of sale (CoS) fell dramatically. BagsETC saw an even higher jump in revenue (124%) in just three months, alongside a similar drop in CoS, while Dwell saw its non-branded revenue climb an incredible 407%. It’s no surprise they are all still Genie clients.
The software, dubbed Clarence, takes much of the micromanagement out of the PPC process. This means thousands of bids can be managed automatically, leaving the team free to concentrate on new keywords, tweaking ad copy and generally fine-tuning accounts.And as it is employed and carefully monitored across all of Genie’s sites, as well as those of its clients, it is constantly evolving and improving.
The reliability of Clarence as a digital marketing platform has allowed Genie Goals to create a very different business model to traditional PPC agencies. The focus is on sales, rather than spend, meaning Genie Goals only takes its cut if its client beats its sales targets. Unsurprisingly this has proven very popular, already adding the likes of Hughes, Cafedirect and My Wardrobe to those mentioned above.
Victoria Lorenzo, affiliate manager at Hughes Electrical, said: “Working with Genie Goals is fantastic! Our sales skyrocketed and continue to increase, always at positive ROI. We love the total transparency, detailed reporting and clear communication we get.Hiring Genie Goals to grow our PPC channel was a wonderful decision.”
Luca Senatore, account director at Genie Goals, said: “We’ve proven our unique technology and methodology is capable of impressive results in any sector, consistently outperforming competitors. We’re showing e-retailers they can achieve a lot more through their paid search channel when they invest in the right team and a positive, ‘think-big’ attitude.”
Genie Goals is run by two former Cambridge University PhD students, Ciaron Dunne and Paul Goodwin, and employs more than 10 staff at its central Cambridge offices. Its reputation has risen rapidly, with Luca having discussed Genie’s unique proposition at key events in the UK, Dublin and Berlin – as well as recently being asked by Microsoft to illustrate Genie’s approach to its 50 Bing PPC professionals.
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