Doubling Gross Profit With The Power Of Automation

I’m a London-based Digital Marketing & Growth Consultant with over 15 years experience, having worked with over 150 brands across all industries and sectors, with a key focus on:

• Acquiring New Customers
• Maximising Revenue
• Growing Profits

Some of the channels I work across include PPC, SEO, CRO/UX, Paid Social, E-mail, Influencers, Automation, Affiliates and Web Development.

The words “Gross Profit” and “Automation” are both very hot topics within the digital marketing industry, with many businesses shifting from “growth at all costs” to focusing on profitability and sustainability.

Automation has a heavy hand to play in the role of profitability within digital marketing, as (when used correctly) it can help us to:

1. Increase performance across key profit driving metrics, such as Cost Per Click, Conversion Rates, Average Order Value, Margin and ultimately Gross Profit
2. Minimise wastage, both in terms of media spend and time
3. Carry out work at scale, faster and more efficiently than human beings, on autopilot

Automation must always be managed and supervised by a human being and requires close monitoring, reporting and analysis both pre and post implementation to ensure it’s deployed correctly, otherwise it can have an adverse impact on performance.

In order to double gross profit (which in this case, is money in the bank after all spend has been deducted) we deployed an 8-Step Automation Plan which covered:

1. Tagging & Tracking
2. Value-based Bidding
3. Real-time Performance Dashboards
4. Customised Scripts
5. Keyword List Building
6. Dynamic Ad Customisers
7. Bid & Budget Weighting
8. Automated Search Query Management

Our 8-Step Automation Plan included a number of creative, innovating and problem-solving solutions, that allowed us to achieve new levels of growth, including a world-first, innovative script that allowed us to visualise click, cost and conversion data across Performance Max (Pmax) campaigns, highlighting Pmax’s huge inefficient and allowing us to further optimise Search Campaigns. This script was later shared publicly with the PPC community on Linkedin, going viral in a matter of hours, helping over 3,000 different brands & businesses around the world save huge amounts of wastage from Pmax their campaigns

Our strategy focused on 3 core pillars:

🤖 Automation-First: Ensuring we automated as much of the workload as possible

👾 Data-Led: Using both our 1 st party data as well as 3 rd party data from Google and other providers as intelligently as possible

🤑 Profit-Driven: Ensuring maximum efficiency in terms of CPC’s, Conversion Rates, Revenue, ROI and ultimately Gross Profit

In a world where automation and AI is becoming ever more prominent (especially across digital marketing), it’s important that we embrace these tools and harness their power for good by helping businesses increase profits, reducing wastage and freeing us from carrying out boring, repetitive tasks that no one enjoys (for example, generating reports first thing on a Monday morning). 

This submission showcases how automation can be used to skyrocket performance and create a happier, more sustainable and more productive work environment for us all, I am yet to see this level of automation and efficiency elsewhere.

I’m extremely honoured to be nominated for 6 awards at the UK Search Awards alongside so many other great brands and agencies.

Jack Felstead is a Leading Growth Consultant with over 15 years experience in digital marketing, having worked with over 150 brands and recently winning “Best UK PPC Campaign” at the Global Search Awards.

The words “Gross Profit” and “Automation” are both very hot topics within the digital marketing industry, with many businesses shifting from “growth at all costs” to focusing on profitability and sustainability.

Automation has a heavy hand to play in the role of profitability within digital marketing, as (when used correctly) it can help us to:

• Increase performance across key profit driving metrics, such as Cost Per Click, Conversion Rates, Average Order Value, Margin and ultimately Gross Profit
• Minimise wastage, both in terms of media spend and time
• Carry out work at scale, faster and more efficiently than human beings, on autopilot

Being nominated for the below 6 awards at the UK Search Awards really does mean the world to me, I’m extremely grateful to Don’t Panic Events, the judging panel and the amazing brands and teams that I’ve had the pleasure to work with over the last 2 years since going freelance.

Nominations include:

🏆 Best PPC Campaign

🏆 Best Use of Data

🏆 Best Use of Search (Retail/eCom)

🏆 Best Use of Search (Automotive)

🏆 Best Use of Search (B2C)

🏆 Most Innovative Campaign

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