CityFibre PPC Case Study
Geo-Targeted PPC Optimisation
CityFibre is the UK’s largest independent Full Fibre infrastructure platform. CityFibre provide digital infrastructure that enables wholesale customers including Vodafone, TalkTalk, Zen plus a new generation of smaller regional ISPs, to provide ultra-fast, reliable and futureproof broadband services to homes and businesses.
Having already announced 285 cities, towns and villages that will receive a transformational digital upgrade as part of the nationwide rollout, CityFibre’s target is to reach 8 million homes by 2025, and the locations that can be serviced are rapidly changing.
Our focus is to target consumers where the broadband service is active in their area via a number of Internet Service Provider, so residents can then register their interest or be referred to ISPs to have the service installed. This is a new, yet competitive space.
The key challenge in this area is to communicate the benefits of full fibre and the brand vision concisely in specific postcodes across the UK. The areas where the service is installed change rapidly and there are ambitious targets for sales growth.
The UM strategy
The solution here is to target extremely specific keywords in individual postcodes, showing users rigorously tested ads that frequently convert at a low cost. By working closely with the CityFibre team, we have been able to stay aligned with their goals and deliver extremely positive results.
Due to our experience and set up, we’ve managed to achieve a cost per conversion 4x lower than our target – despite aggressively expanding throughout the UK and reaching market saturation at the same time for service ready locations.
A key standout area is the fibre-optic network CityFibre provide, a completely different offering to traditional hybrid fibre/copper connections that often can’t keep up with modern demands by users. We had to communicate this effectively in a concise manner to users searching.
Incredibly high performance metrics, despite scaling up rapidly and bidding on broader and broader terms.
The results below are from March 2022 compared to February 2022:
- CTR 5x higher than industry benchmarks
- 28.32% increase in key conversion actions
- Cost per conversion the same despite the volume increase
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