QueryClick Bags Prize for Helping Tesco Mobile Save Over £1 Million

Independent performance marketing agency, QueryClick, has recently been recognised for its work in saving a client more than a million pounds in their Paid Media budget.

QueryClick was awarded the Search Marketing prize at the 2021 Marketing Week Masters Awards held in London on 21st October.

The agency was awarded in recognition of their work with Tesco Mobile which saw the mobile company save more than £1.1 million in their paid media budget.

Working in conjunction with Merkle, QueryClick’s project saw Tesco Mobile reducing cross-channel cannibalisation. This was achieved by looking at whether it was possible to switch off brand exact bidding and maintain the same levels of sales across both paid and organic channels.

To test this hypothesis, QueryClick used their proprietary Unified Search software to merge Google Search Console and AdWords data to highlight the biggest opportunities to reduce PPC spend without losing total traffic, sales, and revenues from search engine traffic.

Doing so revealed areas where more paid support was needed, but also areas where Tesco Mobile could afford to cut spend thanks to a strong organic performance.

Tesco Mobile identified £1.1 million it had previously spent each year on brand exact bidding which could be reallocated to other areas of Paid Media with no impact on sales.

Organic Search also experienced a bump in traffic and sales that Tesco Mobile would otherwise have had to pay for.

Speaking after winning the award, QueryClick CEO and founder, Chris Liversidge, said:

“The team here are really delighted with this award, as it shows the value of collaborating with our clients on a long-term basis to drive improved marketing efficiency.

It was thanks to our deep links with the client that we were able to effectively communicate the opportunity to save over £1m in media spend without creating difficult situations.

QC were able to offer unique data using our Unified Search report – which shows where there are cannibalised clickthroughs from the search result page – and then work collaboratively with Merkle and Google to prove out that insight to the client’s benefit.

We knew that our organic performance would allow for increased efficiencies in the paid media strategy, and are delighted with the result and the recognition of search excellence in the team – it’s a credit to their deep experience that they were able to get this project over the line.

I’m personally delighted for the team, as I know how hard they fight for their clients every day.”

Peter Louca, of the Tesco Mobile Performance Marketing Team, added:

“We were thrilled with the outcome and savings made by QueryClick and Merkle.

Above all, it showed how data and statistical modelling should be used in marketing to challenge a hypothesis, set up a control measure, and manage a test correctly to get clear results.

Using the right tools and leveraging excellent agency expertise from QueryClick and Merkle, we were able to show quick and unequivocal results saving us more than £1 million.

We are mostly excited about reinvesting the money saved back into marketing and bringing even more great deals to our customers.”