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John Pye

50% increase in registrations for UK’s leading auction house

John Pye Auctions is the UK’s largest auction house network. They specialise in retail, vehicles, property and luxury assets with over 17 auction sites and a growing online presence.

The Challenge

John Pye Auctions approached Impression to manage their Paid Media campaigns on both Paid Search (PPC) and Paid Social (Facebook Ads).

Initially, Impression was employed on a 3 month project basis while John Pye Auctions looked to hire a replacement for in-house manager. However, after 6 months, the decision was made to work together on a permanent basis due to satisfaction with the work carried out.

Previously, John Pye’s paid media was limited with a lack of meaningful split testing and implementation of data-driven changes. Sufficient UTM tagging or Facebook Pixel was also missing from many ads, meaning that tracking results from the platform was very difficult to do through Google Analytics.

John Pye’s business is evolving quickly, so Impression also needed to stay agile when new briefs came in. This includes working with internal and external stakeholders on an integrated approach.

As such, our key objective was to increase auction platform registrations while maintaining a low CPA.

The Strategy

Our KPI was to increase auction platform registrations while maintaining a low CPA. Following audits, our strategy was to introduce ongoing testing and make regular data-driven changes to continually improve results.

We collaborated with John Pye’s creative team, advising on how to develop scroll-stopping paid social creative. This improved CTR and better reflected both the brilliant quality and value of their assets.

On top of implementing best practice for paid media campaigns, we worked closely with other partners, aligning with UX, email, content and PR campaigns to ensure a cohesive message, and seamless user experience.

The Results

We have achieved John Pye’s primary KPIs, while broadening their online presence. They saw a significant increase in traffic and bidding platform registrations. Monthly clicks to the website have more than doubled, while impressions have increased up to 600%. Despite widening reach, significantly, CPA has not suffered over the last year.

The below results reflect a time period of February 2019 to February 2020:

50%

increase in bidding platform registrations per month

Maintained

Target CPA

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