In 2015 the Monster Group was formed and today is a collective of a few businesses. Tax Monster, Debt Monster, Electricity Monster, Internet Monster and Solar Monster. Because the monster group is all about getting the best deal for consumers across the various industries, they operate in. Their marketing efforts solely focus on driving highly relevant traffic to their comparison sites to generate leads so they can pass those leads on to their providers. The providers they work with are. Origin Energy, Energy Australia, Dodo, Powershop, Synergy, ActewAGL, Ovo Energy, Blue NRG, Simply Energy, ERM Business Energy, Spintel, Vivid Wireless, Optus, TPG, Resinc, Otipower, Green and Gold Solar, Telstra, Energy Options and more. So for their business model to work, they need to be able to bring in leads cheaper than all the most significant companies across Australia. Because of this, performance digital marketing is everything to them. This happens to be the area in which Involve Digital excels the most, so it's a great match. In addition to all of this, the founder of The Monster Group wanted his team to learn about digital marketing, so Involve Digital took an advisory role and education role to help them as a company improve their entire marketing operation.
Quality, lead generation for the respective industries the monster group operate across.
The creative included lots and lots of Google search ads for the monster group. These ads were tailored to the different industries and types of people searching on Google for the best rates. There were also supporting ads across display and Facebook to help the consumers remember the Monster group when searching for the best deal.
Involve Digital used a data-driven approach to identify the areas with the highest potential for each business and then built out targeted campaigns with bespoke copy and creative. The results instantly impressed, confirming what Involve Digital was doing would set the monster group up for success. Each business saw a significant increase in website traffic and a flurry of high-quality leads, which they could sell to the providers at a solid profit for the Monster Group.
The Monster Group's campaign optimisation included refining keyword lists, analysing data, tweaking messaging, adjusting bids, optimising device targeting, and more. A/B split testing was also essential for this campaign to determine what worked best for the target audience. The campaign results were positive, with a significant increase in traffic and conversions.
In weeks 1 & 2, the cost per lead was $125
Week 3 $110
Weeks 4 & 5 $100
Week 6 $92
Week 7 $84
Down to $9.05 per lead.
This is a perfect example of data accumulation and optimisation over time.