Marketing performance experts. Unique data intelligence - SEO Paid Media Attribution
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Marketing
performance
experts.
Unique data
SEO
intelligence.
Paid Media
VERSION 1.0 | JUNE 2021 Attribution
Founded in 2008, we’re an independent We are responsible for over a billion pounds
performance marketing agency focused on in client revenue, and work with well-known
driving client ROI with data-driven insights brands such as BT, EE, QUIZ and Schuh.
and pioneering in-house technology.
With offices in London and Edinburgh, we We partner with our clients by putting
deliver multi-channel insights and strategic their business performance at the heart of
consultancy so our customers can everything we do.
maximise growth.
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 2
Why choosing good marketing
partners really matters
In a world where the pressure is on, perhaps more than ever,
to demonstrate value from each and every aspect of marketing +£65.1m
spend. The marketing partners you choose to be in your corner org rev
– from SEO through to Paid Search, Social and Attribution - can YoY ‘14/’15
quite literally make the difference between success and failure.
And the way that they approach the challenge is pivotal too.
Which is where we come in.
The Challenger Approach - delivering
results that no one else can
The QueryClick vision? Reinventing the future of marketing by
delivering results for you that no one else can.
-£4.5m
Cannibalised
We use our flywheel to make it happen, bringing our vision,
passionate people and client-centred approach together to focus
Paid Spend
on driving client ROI and growth. This builds momentum for our
own sustainable growth while also inspiring innovation among
our team and our client partners.
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 3
“At QueryClick, we have had to fight
to win every client. And along the way
we disrupt agencies with annual party
budgets greater than our entire payroll.
We are a challenger agency and we
have benefitted from a thirst for
change in advertising.
Our clients want performance. Every
day. They want real data to challenge
their assumptions. They want to be given
the tools to transform their marketing to
better find their customers.
We enable that change.”
Chris Liversidge
CEO & Founder
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 4
QueryClick bursts into life and
A truly unique journey - and focus 2008
opens first office in Edinburgh
QueryClick was founded in the teeth of the financial
crisis in 2008 – not the best time perhaps for clients
London office opens
and their marketing budgets! 2010
Since then, we have provided our clients with a range
of effective performance marketing services from SEO First Corvidae feature developed -
Halo Insights (now Unified Search)
to Paid Search. But in 2013, it became increasingly
2011
apparent that clients didn’t have the attribution view
they needed on the impact of their digital marketing
activity. And we wanted to help them solve that. Big client wins, such as Tesco, mean
a move to a bigger office
So, we continued to dig deep into why attribution is 2013
broken for our clients and this is how we discovered
that up to 80% of web data is wrong! That is why we
Secures a £2 million investment to
developed Corvidae: our own attribution platform develop our attribution software
that leverages sophisticated AI and Machine Learning 2019
techniques to provide clients with the single,
individual user level journey view they need to be
Launch our own attribution
more effective. platform Corvidae
2020
We are still on a journey, and restless to find new ways
to build better performance and push the envelope of
what’s possible in performance marketing - why don’t A new approach to attribution, VLA,
is introduced
you join us on that journey?
2021
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 5
Unified Performance
and Organic Marketing
We offer a unique strategy, built around driving maximum impact through a
behavioural-first strategy framework that is designed to maximise new customer
growth at minimum overall cost to you. We achieve this through a combination of
industry award-nominated services that includes:
SEO Paid Media Attribution
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 6
Services
Search Engine
Optimisation
“Through our integrated, performance focused SEO approach we
have been able to achieve great success for our clients, driving over
£100,000,000 in organic revenue over the course of the last 12 months.”
Scott Donnelly
Digital Strategy Director
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 7
Search Engine Optimisation
We drive measurable improvements and profit with our
dynamic, data-led approach.
The right to rank The right to rank well
Being data-led enables us to drive measurable
improvements in revenue and profit from organic search
Technical Relevancy Authority
for all our clients.
Each strategy is customised to match increased ROI with Technical High-quality Build Maintain
SEO content authority site hygiene
high new cross-channel customer growth.
All underpinned by data
Gap and
Technical Keyphrase Swiftlink
competitor Digital PR
audits research analysis
analysis
IMPROVED SEO PERFORMANCE
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 8
£5m Over
+259% YoY incremental organic 51 million
organic revenue revenue YoY organic sessions
In the first 8 months of working together QueryClick drove a 40% YoY
uplift in non-brand organic revenue, focusing on improving visibility
through on-page optimisations and technical improvements.
Haroun Saleemi
Head of E-Commerce, QUIZ Clothing
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 9
A harmonious approach
that delivers for your brand
Our data-led approach to SEO allows us to drive
measurable improvements in revenue and profit
from Organic Search for all of our clients.
Typically operating within a wider multichannel strategy,
our SEO campaigns integrate enriched audience data into
long-tail, keyphrase targeting strategies. Accelerating the
capture of new customers with higher average order and
lifetime value, quickly and efficiently.
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 10Dynamic and fully integrated SEO services
Organic Search
We take a holistic approach to SEO to ensure that we drive maximum
performance and ROI for our clients. Knowing the key levers that drive
organic performance across Technical SEO, Content Relevancy and
High-Quality Link Acquisition, we create bespoke strategies designed to
exceed client performance expectations.
Technical SEO
The bedrock of search, Technical SEO keeps your site in good health and
ensures search engines (and users) can find and navigate your content.
To do this we provide the following services:
Page Speed AMP Indexability
Internationalisation Schema Internal Linking
Canonicalisation Crawlability Site Maps
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 11Content Services
Our strategic approach to content creation and optimisation has been recognised at
industry awards and ensures that the pages on your site maximise performance.
We blend insights from multiple data sources with industry-leading creativity to:
Generate optimum visibility in the search Maximise conversions to drive strong ROI
engines, throughout the sales funnel
Resonate with your target audience and Prioritise actions aligned with KPIs to drive the
build your brand biggest results fastest
Digital PR
Brands can have the best content and the most compelling stories in the world, but if they
don’t shout about it, how will anybody know?
Through targeted digital PR campaigns, our digital PR specialists:
Connect with the right Blend rigorous data Play a pivotal role in the
people at the right time analysis with creative development of creative
thinking content marketing concepts
that drive results for your brand
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 12Case Study: Tesco Mobile
As long-standing SEO partners of Tesco Mobile we have
delivered consistent YoY organic sales growth since 2014.
Under QueryClick’s strategic direction Tesco Mobile launched a new
business hub which revamped their business performance - driving
an increase of +179% in Organic Sessions and +703% increase in
online transactions in the first 6 months of launch. Tesco Mobile
Business’s share of voice for non-branded keyphrases sits above all of
their competitors.
“Tesco Mobile for Business launched in September 2019 and was still
unknown in the market by June 2020, when we engaged QueryClick
to drive online SEO. QueryClick set about a data-driven keyphrase
strategy, on-page optimisation, and information architecture - and
the results to-date are phenomenal. We are now ranking no. 1 for key
searches and are outperforming our competitors, when six months
prior, we featured at the bottom of page 2 at best.”
Ed Rix, Tesco Mobile
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 13Services
Paid Media
“A holistic data-led approach means last year our PPC specialists
in Edinburgh and London enabled seven-figure growth
opportunities and reduced paid search spend wastage for every
client programme analysed.”
Malcolm Gibb
Head of Paid Media
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 14Dynamic data analysis and
best practice – grow your
brand’s audience for less
Our bespoke ‘5 Pillars of Paid’ guides our best practice
activation and optimisation of paid media campaigns
to deliver unparalleled performance for our clients.
This approach underpins all our paid media channels
and is customised to each channel.
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 15Creative Optimisation & Attribution &
Planning Audience
Excellence Automation Measurement
KPI Performance De-duplicating
Relevance & Automating the Customer
at the ‘core’ of channel
impact ‘small stuff’ Segmentation
decisions conversions
Personalised Powerful Using 1st &
Robust & Powerful Assisted &
messaging at every Automated Bid 3rd Party Data
Forecasting Non-Last Click
stage Strategies Segments
Integrated SEM
Agile Planning Data-Driven
Testing at scale + Multichannel Retargeting
Methods Insights & Analysis
Optimisation
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 16Your Paid Search specialists
Through targeted pay-per-click campaigns, our team of PPC
specialists are adept at connecting with the right people at the
right time for less, leveraging upper-funnel searches at a lower
CPC for incremental gains on your investment.
Use segmented customer SEE
data to create lookalike
audiences to find new high
Oh, and we’re a Google Premier Partner. value customers
Feed new customers THINK
into segmentation -
grow database of high
value customers over time
DO
CARE
Retain existing high value
Champions Loyal customers with tactical activity,
Customers
promotions and timed ads
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 17Broad expertise across paid media platforms
Paid Search
Find, persuade and convert customers.
At QueryClick we believe Paid Search is a cornerstone of all performance-led
strategies. Our unique, data-led approach to Paid Search delivers performance
that nobody else can.
Our expert team specialises in:
Google Ads & Microsoft Best Practice Auditing YouTube & Display
Paid Search Management Management
Product Feed Optimisation Audience Led Targeting Automated Reporting
& Feed Management
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 18Paid Social
We know Paid Social delivers for our clients.
We employ bespoke attribution to truly understand the impact of channels such as
Facebook and Instagram ads.
Our Paid Social experts specialise in campaign management, acquisition and retargeting
campaigns, as well as brand awareness activity. We cover all the main Paid Social channels
including:
Facebook & Instagram Pinterest Twitter
LinkedIn TikTok
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 19Programmatic
We use enterprise level AdTech to fuel your performance.
Programmatic Display supercharges any digital advertising approach underpinned
with a unique audience-led targeting approach.
QueryClick can support your programmatic campaigns utilising best in class DSPs and
media buying tactics. We specialise in:
Programmatic Analysis & Reporting Attribution
Display buying
Impression & click tracking Ad ops
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 20Case Study: Sally
Sally were looking to reduce CPCs, increase
conversion volume and revenue and achieve less
dependency on brand search activity. They didn’t
have any Google Shopping running and were
struggling to scale their activity.
We helped them to achieve an uplift of:
+12% conversions
-18% CPA
+6% revenue
+16% ROAS
These results allowed Sally to grow their reach and
increased customer pool for their B2B site; performance
was so well received that they expedited the shopping
build for the B2C site and were able to gain additional
marketing spend to boost the activity further. Uplifts in
performance have been consistent and sustained.
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 21“We have been mindful to build and
develop a highly talented team of
performance marketing specialists. Their
expertise is available to each and every
one of our clients when they need it”.
Kristi Hoyle
Head of Client Services
All our team members come with or are trained to earn
accreditations and certifications from the relevant major
bodies in the digital marketing ecosystem.
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 22Services
Attribution
“Corvidae reveals up to 334% more data for attribution than market-
leading competitors. Providing game-changing accuracy and predictive
performance for our clients.”
Chris Liversidge
CEO & Founder
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 23A game-changing approach to
effective marketing attribution
We know that marketers are under more pressure than ever
to justify spend – and connect the impact of their marketing
activities to revenue. But most simply don’t trust their
attribution data. And our work with clients shows they are
right to be skeptical – with as much as 80% of existing data
being incorrectly attributed. For a wide range of issues from
inaccuracies caused by oversimplified attribution models to
poorly connected data.
So, we set out to solve the problem - by developing our own
attribution platform.
90% of marketers are afraid to
invest in activities with any kind
of long-term payback because of
their inability to prove the value
Source: Research by QueryClick
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 24Introducing Corvidae – achieve new
levels of marketing performance
Corvidae allows you to overcome the limitations
in existing attribution approaches by accurately
attributing value and radically improve your marketing
performance by:
Dramatically improving the quality of your marketing
data by effectively “rebuilding” it from the “ground
up” using Machine Learning and AI techniques
Creating a single view of individual customer
journeys that values each and every touchpoint from
top of funnel and brand to lower funnel conversions
Use the full extent of this unique view to increase
marketing ROI by reducing the waste in your
campaigns through better targeting, retargeting and
significant improvements in CPA and
revenue performance
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 256 ways Corvidae can make
YOUR marketing more effective
Transform data accuracy View the complete customer journey Maximise return on investment
Completely rebuild analytics data to Unified analytics online and off – a Identify wasted & cannibalising spend in any
eliminate inaccuracy that prevents effective genuinely accurate single point of truth marketing campaign in your mix
attribution
Increased marketing performance insight, 2 year lookback & patented conversion path Better allocate budget for increased ROI &
down to individual campaigns & impressions session stitching across data silos maximise reach at the lowest CPA
Correctly value content & build top Automate customer Enable dynamic data science
of funnel acquisition analysis & action
Identify content that works in the earliest Access multichannel feeds to automate Perform advanced data science, such as
stages of customer interaction incremental customer acquisition at price elasticity, on your customer data lake
lowest CPAs
Value brand activity and non-converting Convert customers based on their Data science views available for use as API
content & impressions to put all marketing probability to convert at any given moment endpoints for bid automation
activity to work in time
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 26Spend wastage Increased
drastically reduced conversions through
through attributions keyphrase matching
QueryClick found £48m of digital revenues were QueryClick delivered a conversion rate uplift of 13%
incorrectly attributed for one of Wiggle’s £100m and a PPC revenue increase of 16% for mobile traffic
turnover B2C brands, with £16.1m more revenue by improving keyphrase matching to ad creative.
attributable via paid channels than their Marin &
Google media mix model suggested.
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 27We would love to talk
Our performance marketing services and unique toolsets will transform your ROI.
And ensure you feel the real benefit of your marketing spend.
Call us today on 0131 556 7078
QueryClick Edinburgh QueryClick London
Level 3, The Stamp Office, 10 Waterloo Place, Edinburgh, EH1 3EG Fora - Shoreditch, 21-33 Great Eastern St, Hackney, London, EC2A 3EJ
0131 556 7078 0207 183 0344
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 28QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 29
QUERYCLICK - MARKETING PERFORMANCE EXPERTS. UNIQUE DATA INTELLIGENCE. 30
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