{"id":5521,"date":"2018-05-10T10:05:00","date_gmt":"2018-05-10T10:05:00","guid":{"rendered":"https:\/\/staging.elixirrdigital.com\/us\/?post_type=case_study&#038;p=5521"},"modified":"2026-03-26T08:35:18","modified_gmt":"2026-03-26T08:35:18","slug":"emp","status":"publish","type":"case_study","link":"https:\/\/staging.elixirrdigital.com\/us\/case-studies\/emp\/","title":{"rendered":"Increasing revenue by 49% and improving ROAS for EMP"},"content":{"rendered":"<section\n    class=\"wp-block-banner wp-block-banner--dark standard-spacing--bg standard-spacing--bg--dark-gradient-1 wp-block-banner--full-height wp-block-banner--border-radius--default wp-block-banner--cut-corner\"\n    >\n    <div class=\"container wp-block-banner__container\">\n        <div class=\"wp-component-content wp-component-content--dark wp-block-banner__content\">\n    <div class=\"wp-component-content__top\">\n                    <div class=\"wp-component-content__back-button\">\n                <a class=\"wp-component-button wp-component-button--dark btn btn--link icon icon--arrow--left icon--first btn--dark\" href=\"\/us\/case-studies\/\" >Back to Case Studies<\/a>            <\/div>\n                <p class=\"wp-component-heading heading-xsmall wp-component-content__eyebrow\">\n    Case Study<\/p>        <h1 class=\"wp-component-heading heading-large wp-component-content__title\">\n    EMP<\/h1>            <\/div>\n    <div class=\"wp-component-content__bottom\">\n                    <div class=\"wp-component-content__content wysiwyg\">\n                <p>Using Big Data Analytics to optimize a large PPC account and yield positive results quickly.<\/p>\n            <\/div>\n                                            <\/div>\n<\/div>\n                    <div class=\"wp-block-banner__image\">\n                <img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"1098\" src=\"https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/emp.jpg\" class=\"attachment-banner-full-height size-banner-full-height\" alt=\"A promotional grid featuring music albums, movie releases, and pop culture content, including Avengers: Infinity War, Five Finger Death Punch, and Bullet for My Valentine.\" srcset=\"https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/emp.jpg 960w, https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/emp-262x300.jpg 262w, https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/emp-895x1024.jpg 895w, https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/emp-768x878.jpg 768w, https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/emp-200x229.jpg 200w, https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/emp-87x100.jpg 87w, https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/emp-35x40.jpg 35w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/>            <\/div>\n            <\/div>\n        <\/section>\n\n\n    <section\n        class=\"wp-block-cards wp-block-cards--light standard-spacing--bg standard-spacing--bg--light-solid wp-block-cards--columns-2 wp-block-cards--left-align\"\n            >\n        <div class=\"container wp-block-cards__container\">\n            <div class=\"wp-component-content wp-component-content--light fade-in wp-block-cards__content\">\n    <div class=\"wp-component-content__top\">\n                        <h2 class=\"wp-component-heading heading-small wp-component-content__title\">\n    About the brand<\/h2>            <\/div>\n    <div class=\"wp-component-content__bottom\">\n                    <div class=\"wp-component-content__content wysiwyg\">\n                <p>EMP UK is a pure play store stocking the UK\u2019s largest collection of official TV, movie, gaming and rock &amp; heavy metal merchandise \u2013 stocking over 55,000 products.<\/p>\n<p>EMP selected Elixirr Digital to take over management of their PPC activity, taking us with doubling their return on ad spend (ROAS), reducing cost per acquisition, and increasing year-on-year revenue by 150%. For a mature brand that has been growing for some time, this was quite the challenge.<\/p>\n<h2>Highlighting the issues<\/h2>\n<p>When we initially started working on the account, we completed an extensive audit to help provide focus to our activities. The main issues that were identified included:<\/p>\n<ul>\n<li>High spend<\/li>\n<li>Low return on ad spend (ROAS)<\/li>\n<li>High cost per acquisition (CPA)<\/li>\n<li>Low revenue (below client targets) even though the client was spending significant amounts each month<\/li>\n<\/ul>\n<p>We were tasked with improving performance across the board, particularly with Black Friday and the busy Christmas period fast approaching. This was an extremely important time period for the client commercially, so we were acutely aware that the work we undertook would have to yield positive results quickly.<\/p>\n<p>Using a carefully researched and structured action plan, we set about addressing the problem areas in order to achieve the desired performance.<\/p>\n<h2>Big Data Analytics for large scale analysis<\/h2>\n<p>Given the enormous size of the account \u2013 hundreds of campaigns, thousands of ad groups, hundreds of thousands of keywords \u2013 it was not feasible to use standard analysis tools to evaluate the account. As such, we used Big Data Analytics in order to gain useful insights from the client\u2019s marketing data \u2013 making use of a range of tools in order to collate and analyze over 1.2 million rows of data.<\/p>\n<p>This analysis enabled us to quickly cut wasteful areas in the account, focus exclusively on areas that have historically performed well, and restructure the account in order to streamline management and allocate spend more appropriately.<\/p>\n<h2>Putting analysis into action<\/h2>\n<p>Search campaigns were reorganized so that wasteful keywords and ad groups would be removed, profitable keywords were reorganized into more efficient and manageable ad groups, new ad copy was introduced across the board and new negative keyword lists were applied.<\/p>\n<p>PLA campaigns were broken out into product level ad groups so that we could alter bids on individual products \u2013 allowing us to be more precise with spend and targeting.<\/p>\n<p>Previously, these campaigns were only arranged into broad product category ad groups, which not only reduced relevance, but also made it difficult to discern which products were profitable and which were not. Therefore, these needed amending as a priority.<\/p>\n<p>A master negative keyword list, comprised mainly of the results of the data analysis, was also applied throughout the account; immediately cutting down spend on thousands of wasteful, non-converting keywords.<\/p>\n<p>These actions are all based upon a solid foundation of insight gained from data analysis and ultimately, have allowed us to improve the efficiency of the campaign.<\/p>\n<h2>An optimized account delivers results fast<\/h2>\n<p>Once optimization began we quickly saw positive results. Within 2 weeks of implementing these changes to the account, EMP saw some impressive figures:<\/p>\n<ul>\n<li>Weekly spend dropped by 18.82% from \u20ac24,258 to \u20ac19,959<\/li>\n<li>Revenue generated per week increased by 49% from \u20ac42,029 to \u20ac62,920<\/li>\n<li>Average cost per acquisition dropped by 42% from \u20ac19.24 to \u20ac11.01<\/li>\n<li>Return on Ad spend (ROAS) improved by 186.7% from 0.75 to 2.15<\/li>\n<\/ul>\n<blockquote><p>We consistently saw very strong growth in both revenue and ROI. High level analysis facilitated strategic use of budget. Elixirr Digital\u2019s sole focus was always on increasing the profitability, and constantly tested different ROIs and the resultant revenue to determine which levels maximized profit and ultimately to increase market share.<\/p><\/blockquote>\n<p style=\"text-align: center\"><strong>Ajay Nassa<\/strong>,<br \/>\nManaging Director UK, EMP<\/p>\n            <\/div>\n                                            <\/div>\n<\/div>\n                                        <div class=\"wp-block-cards__cards row-load\">\n                    <article class=\"wp-component-card wp-component-card--light wp-component-card--small wp-component-card--no-image wp-block-cards__card wp-block-cards__card--col-2        \">\n        <div class=\"wp-component-card__content\">\n        <div class=\"wp-component-card__content-top\">\n                <div class=\"wp-component-stat wp-component-stat--light wp-component-card__top-stat\">\n        <div class=\"wp-component-stat__headline\">\n                                        <span class=\"count-up\">186.7<\/span>\n                        %        <\/div>\n            <\/div>\n                                    \n        <h2 class='wp-component-card__title'>\n            increase in ROAS\n        <\/h2>\n            <\/div>\n            <\/div>\n<\/article>\n<article class=\"wp-component-card wp-component-card--light wp-component-card--small wp-component-card--no-image wp-block-cards__card wp-block-cards__card--col-2        \">\n        <div class=\"wp-component-card__content\">\n        <div class=\"wp-component-card__content-top\">\n                <div class=\"wp-component-stat wp-component-stat--light wp-component-card__top-stat\">\n        <div class=\"wp-component-stat__headline\">\n                                        <span class=\"count-up\">42<\/span>\n                        %        <\/div>\n            <\/div>\n                                    \n        <h2 class='wp-component-card__title'>\n            decrease in CPA\n        <\/h2>\n            <\/div>\n            <\/div>\n<\/article>\n<article class=\"wp-component-card wp-component-card--light wp-component-card--small wp-component-card--no-image wp-block-cards__card wp-block-cards__card--col-2        \">\n        <div class=\"wp-component-card__content\">\n        <div class=\"wp-component-card__content-top\">\n                <div class=\"wp-component-stat wp-component-stat--light wp-component-card__top-stat\">\n        <div class=\"wp-component-stat__headline\">\n                                        <span class=\"count-up\">49<\/span>\n                        %        <\/div>\n            <\/div>\n                                    \n        <h2 class='wp-component-card__title'>\n            increase in revenue\n        <\/h2>\n            <\/div>\n            <\/div>\n<\/article>\n                <\/div>\n                    <\/div>\n    <\/section>\n\n\n<section\n    class=\"wp-block-previous-next wp-block-previous-next--dark standard-spacing--bg standard-spacing--bg--dark-gradient-1\"\n    >\n    <div class=\"container wp-block-previous-next__buttons fade-in\">\n                    <div class=\"wp-block-previous-next__button-wrapper\">\n                <div class=\"wp-block-previous-next__title\">\n                    Driving a 900% increase in newsletter subscribers for a local council                <\/div>\n                <a class=\"wp-component-button wp-component-button--dark btn btn--secondary icon icon--arrow--left icon--first btn--dark\" href=\"https:\/\/staging.elixirrdigital.com\/us\/case-studies\/essex-county-council\/\" >Previous<\/a>            <\/div>\n                            <div class=\"wp-block-previous-next__button-wrapper\">\n                <a class=\"wp-component-button wp-component-button--dark btn btn--secondary icon icon--arrow btn--dark\" href=\"https:\/\/staging.elixirrdigital.com\/us\/case-studies\/institute-of-directors\/\" >Next<\/a>                <div class=\"wp-block-previous-next__title\">\n                    Generating 683 leads for the Institute of Directors through social media                <\/div>\n            <\/div>\n            <\/div>\n    <div class=\"container wp-block-previous-next__buttons fade-in\">\n        <a class=\"wp-component-button wp-component-button--dark btn btn--link icon icon--arrow btn--dark\" href=\"https:\/\/staging.elixirrdigital.com\/us\/case-studies\/\" >See all case studies<\/a>    <\/div>\n<\/section>\n\n\n    <section\n        class=\"wp-block-cards wp-block-cards--dark standard-spacing--bg standard-spacing--bg--dark-solid wp-block-cards--columns-3 wp-block-cards--resources js-cards\"\n            >\n        <div class=\"container wp-block-cards__container\">\n            <div class=\"wp-component-content wp-component-content--dark fade-in wp-block-cards__content\">\n    <div class=\"wp-component-content__top\">\n                        <h2 class=\"wp-component-heading heading-large 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class=\"count-up\">84<\/span>\n                        %        <\/div>\n                    <p class=\"wp-component-stat__desc\">\n                increase in UK ranking keywords post launch             <\/p>\n            <\/div>\n                    <\/div>\n                                                    <div class=\"wp-component-card__meta\">\n                                                                            <div class=\"wp-component-card__terms\">\n                                                                                            <div class=\"wp-component-tags__tag\">\n                Standards &amp; Certification            <\/div>\n                                                                                        <span class=\"wp-component-card__terms-separator\">|<\/span>\n                                                                                                                                <div class=\"wp-component-tags__tag\">\n             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17.3113 9.374 17.2421 9.43259 17.184L15.8711 10.7518H1.12509C0.959309 10.7518 0.800312 10.686 0.683084 10.5687C0.565857 10.4515 0.5 10.2925 0.5 10.1267C0.5 9.96093 0.565857 9.80193 0.683084 9.68471C0.800312 9.56748 0.959309 9.50162 1.12509 9.50162Z\" fill=\"#1D0F25\"\/>\n<\/g>\n<\/svg>\n                        <\/div>\n                        <div class=\"wp-block-cards__pagination js-cards-pagination\"><\/div>\n                        <div class=\"wp-block-cards__nav-arrow js-cards-nav-next\">\n                            <svg width=\"20\" height=\"20\" viewBox=\"0 0 20 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g id=\"Lg\">\n<path id=\"Vector\" d=\"M1.12509 9.50162H15.8648L9.43259 3.06941C9.374 3.0113 9.3275 2.94216 9.29576 2.86599C9.26403 2.78981 9.24769 2.70811 9.24769 2.62559C9.24769 2.54307 9.26403 2.46137 9.29576 2.38519C9.3275 2.30902 9.374 2.23988 9.43259 2.18177C9.54971 2.06535 9.70814 2 9.87328 2C10.0384 2 10.1969 2.06535 10.314 2.18177L17.8151 9.6829C17.8737 9.74101 17.9202 9.81014 17.9519 9.88632C17.9837 9.96249 18 10.0442 18 10.1267C18 10.2092 17.9837 10.2909 17.9519 10.3671C17.9202 10.4433 17.8737 10.5124 17.8151 10.5705L10.314 18.0717C10.1975 18.1871 10.0404 18.2522 9.87641 18.2529C9.79414 18.2534 9.71259 18.2376 9.63643 18.2065C9.56027 18.1754 9.491 18.1296 9.43259 18.0717C9.374 18.0135 9.3275 17.9444 9.29576 17.8682C9.26403 17.7921 9.24769 17.7104 9.24769 17.6278C9.24769 17.5453 9.26403 17.4636 9.29576 17.3874C9.3275 17.3113 9.374 17.2421 9.43259 17.184L15.8711 10.7518H1.12509C0.959309 10.7518 0.800312 10.686 0.683084 10.5687C0.565857 10.4515 0.5 10.2925 0.5 10.1267C0.5 9.96093 0.565857 9.80193 0.683084 9.68471C0.800312 9.56748 0.959309 9.50162 1.12509 9.50162Z\" fill=\"#1D0F25\"\/>\n<\/g>\n<\/svg>\n                        <\/div>\n                    <\/div>\n                <\/div>\n                                <\/div>\n    <\/section>\n\n\n    <section\n        class=\"wp-block-calls-to-action wp-block-calls-to-action--dark standard-spacing--bg standard-spacing--bg--dark-solid wp-block-calls-to-action--cols-1\"\n            >\n        <div class=\"container\">\n                        <div class=\"wp-block-calls-to-action__cards row-load\">\n                                    <article class=\"wp-block-calls-to-action__card wp-block-calls-to-action__card--no-image\">\n                        <div class=\"wp-component-content wp-component-content--light fade-in wp-block-calls-to-action__card-content\">\n    <div class=\"wp-component-content__top\">\n                <p class=\"wp-component-heading heading-xsmall wp-component-content__eyebrow\">\n    Featured Service<\/p>        <h3 class=\"wp-component-heading heading-medium wp-component-content__title\">\n    PPC<\/h3>            <\/div>\n    <div class=\"wp-component-content__bottom\">\n                    <div class=\"wp-component-content__content wysiwyg\">\n                <p>Maximize returns with strategic, data-driven pay-per-click advertising.<\/p>\n            <\/div>\n                                            <div class=\"wp-component-content__buttons\">\n                <a class=\"wp-component-button wp-component-button--light btn btn--tertiary\" href=\"https:\/\/staging.elixirrdigital.com\/us\/services\/ppc\/\" >PPC<\/a>            <\/div>\n                    <\/div>\n<\/div>\n                                            <\/article>\n                            <\/div>\n        <\/div>\n    <\/section>\n","protected":false},"excerpt":{"rendered":"<p>Using Big Data Analytics to optimise a large PPC account and yield positive results quickly.<\/p>\n","protected":false},"author":5,"featured_media":5523,"template":"","related_service":[64],"related_industry":[151],"class_list":["post-5521","case_study","type-case_study","status-publish","has-post-thumbnail","hentry"],"acf":[],"card":"<article class=\"wp-component-card wp-component-card--dark wp-component-card--resource wp-component-card--case_study wp-component-card--full-width            wp-component-card--link js-card-link\n        \">\n            <div class=\"wp-component-card__image\">\n            <img width=\"868\" height=\"579\" src=\"https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/emp-868x579.jpg\" class=\"attachment-card-1-col size-card-1-col\" alt=\"A promotional grid featuring music albums, movie releases, and pop culture content, including Avengers: Infinity War, Five Finger Death Punch, and Bullet for My Valentine.\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/emp-868x579.jpg 868w, https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/emp-276x184.jpg 276w, https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/emp-696x464.jpg 696w, https:\/\/staging.elixirrdigital.com\/us\/wp-content\/uploads\/sites\/2\/2025\/03\/emp-450x300.jpg 450w\" sizes=\"auto, (max-width: 868px) 100vw, 868px\" \/>        <\/div>\n        <div class=\"wp-component-card__content\">\n        <div class=\"wp-component-card__content-top\">\n                                                    <p class=\"wp-component-card__eyebrow\">\n                    Featured Case study                <\/p>\n                        <a href='https:\/\/staging.elixirrdigital.com\/us\/case-studies\/emp\/'>\n        <h2 class='wp-component-card__title'>\n            Increasing revenue by 49% and improving ROAS for EMP\n        <\/h2>\n    <\/a>        <\/div>\n                    <div class=\"wp-component-card__content-bottom\">\n                                    <p class=\"wp-component-card__description\">\n                        Using Big Data Analytics to optimise a large PPC account and yield positive results quickly.                    <\/p>\n                                                    <div class=\"wp-component-card__stats\">\n                            <div class=\"wp-component-stat wp-component-stat--dark wp-component-card__stat\">\n        <div class=\"wp-component-stat__headline\">\n                                        <span class=\"count-up\">186.7<\/span>\n                        %        <\/div>\n                    <p class=\"wp-component-stat__desc\">\n                increase in ROAS            <\/p>\n            <\/div>\n    <div class=\"wp-component-stat wp-component-stat--dark wp-component-card__stat\">\n        <div class=\"wp-component-stat__headline\">\n                                        <span class=\"count-up\">42<\/span>\n                        %        <\/div>\n                    <p class=\"wp-component-stat__desc\">\n                decrease in CPA            <\/p>\n            <\/div>\n                    <\/div>\n                                                    <div class=\"wp-component-card__meta\">\n                                                                            <div class=\"wp-component-card__terms\">\n                                                                                            <div class=\"wp-component-tags__tag\">\n                Ecommerce            <\/div>\n                                                                                        <span class=\"wp-component-card__terms-separator\">|<\/span>\n                                                                                                                                <div class=\"wp-component-tags__tag\">\n                PPC            <\/div>\n                                                                                                            <\/div>\n                                            <\/div>\n                                            <\/div>\n            <\/div>\n<\/article>\n","_links":{"self":[{"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/case_study\/5521","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/case_study"}],"about":[{"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/types\/case_study"}],"author":[{"embeddable":true,"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/users\/5"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/media\/5523"}],"wp:attachment":[{"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/media?parent=5521"}],"wp:term":[{"taxonomy":"related_service","embeddable":true,"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/related_service?post=5521"},{"taxonomy":"related_industry","embeddable":true,"href":"https:\/\/staging.elixirrdigital.com\/us\/wp-json\/wp\/v2\/related_industry?post=5521"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}