Digital product design agency

Brunel Air Cargo is a long-standing transport provider, established to offer customer-centric freight forwarding solutions by air, road or sea. With 30 years experience in the cargo and freight transportation industry, Brunel Air Cargo offers expert, reliable services across a global network of logistics with award-winning customer service.
Brunel Air Cargo started working with us as a digital marketing agency in 2019, because they felt their previous agency was not proactive enough, and did not dedicate enough time or attention to their account and so was not producing positive results. Their costs had also increased, with no increase in the number of enquiries they were receiving.
During our initial assessment we identified several key challenges:
Landing pages were not being utilised to drive conversions
Paid search campaigns were not being optimised
A discrepancy in paid search spend vs actual enquiries
Landing pages were not being utilised to drive conversions
Paid search campaigns were not being optimised
A discrepancy in paid search spend vs actual enquiries
Solution
Over the 18 months that we’ve been working closely with Brunel Air Cargo, we have expanded their portfolio of advertised services from Air Freight, Air Charter and Dangerous Goods to include International services and the PPE, Temperature Controlled, White Glove, E-commerce and Custom Clearance industries.
Our initial success was generated through segmenting the campaign structure to target these relevant industries and audiences, which we continued as our Paid Search campaigns increased with the demands of the company. This way, we’ve been able to maximise opportunities that arose with the changing landscape – such as implementing our PPE, Ecommerce and Customs Clearance campaigns to account for newer and more profitable demands within Brunel itself.
In the 6 months between January and June 2021 we have achieved:
An average CTR of 5.49%
4% rise in the number of Direct Conversions
An average Conversion Rate of 18%
An aggregated Cost Per Conversion of less than £9
We have seen significant improvement not only to the conversion numbers achieved across the campaigns, but their efficiency as well. We have seen over 1,500 Direct Conversions in total across this timeframe, which is 4.02% more than the previous period.
That our campaigns generated an increased number of conversions during one of the most turbulent periods for commercial services, suggests our data-driven approach ensured we were able to consistently drive revenue and new enquiries. We also achieved a 57% rise in average Click Through Rate across the campaigns compared to the previous period, increasing to 5.49%.
We achieved these results by consistently refining our targeted keywords within our new and existing industry-specific campaigns. Updating our bidding strategies where necessary to Target CPA for campaigns driving a higher than desired Cost Per Conversion, such as the Ecommerce and Dangerous Goods campaigns, also allowed us to maintain a positive trajectory in Direct Conversions while maintaining a low aggregated Cost Per Conversion.
Our main KPI was keeping this Cost per Conversion stable, having achieved a 53% reduction in overall CPA since working with Brunel, which we have maintained during January – June 2021, while having expanded the industries targeted. We achieved this result by adjusting our ad schedules, demographics, audiences and max. CPCs where appropriate to ensure that our campaigns are optimised towards the lowest-costing but highest performing time of day, users, demographics and keywords. This way, we have achieved a CPA of less than £9 in the last 6 months, which is largely similar to the cost we achieved when we were running fewer niche campaigns, thanks to these granular, regular optimisations.
Alongside this, in comparison to the average Cost per Conversion seen in related industries, the CPA that we have achieved is dramatically lower – with the average Cost per Conversion within the B2B industry is £83, while Consumer Goods is £65 and Industrial Services at £57.
Continuing to finetune the campaigns, and regularly re-analysing traffic, behavioural paths and user interactions has propelled results, built a recognisable brand and ultimately achieved even more direct searches and conversions.

The Challenge
The House Outfit is an online eCommerce store that sells modern wall prints, frames, and home decor. Their items are distinctive to the brand, making them one-of-a-kind, especially in terms of prints. When The House Outfit joined us, they had seen incredible sales during the lockdown period and wanted this to continue.
However before they came on board with us at The Good Marketer, they were reliant on boosted Instagram posts to grow their following, and couldn’t track how this was translating into sales. We were able to quickly identify gaps in their marketing campaign and implement an integrated strategy that would track and generate results across multiple channels.
We were able to expand the brand and generate excellent results during our first 3 months working with The House Outfit, including a 5.45 average ROAS across Facebook and Instagram and a 791.1% per cent increase in sales, all during the peak of COVID-19.
Upon working together however, we increased our activity for them and created a holistic marketing strategy which we continually developed in light of changing economic environments. This involved introducing Gallery Walls to increase AOV, refining our paid advertising strategy and increasing our digital PR efforts to boost our positions in the SERPs.
The Results/Conclusion
Achieved a 175% increase in the Total Revenue in the 2021 year to date compared to the 2020 period
Driven a CTR of 5.51% across Google Advertising between March - August, a 55% increase compared to the previous period
Increased the Reach of our Facebook campaigns by 15% to new, relevant audiences
Implemented new, efficient Top of the Funnel audiences to combat the COVID-19 impacted performance rates
Kept Facebook ROAS consistent at exactly 3.08 within the last 6 month period during the iOS changes and their resultant impact