M and M Direct
About M and M Direct
M and M Direct are the leading e-tailer of fashion, lifestyle and sports clothing brands in the UK with an Online turnover of £140m per annum. M and M had launched campaigns into several European markets via translation of their UK campaign with seperate local agencies handling individual markets. They experienced extremely high costs per action (CPA) in all markets.
OBAN Objectives
OBAN were engaged in order to revamp and take-over campaigns in France, Denmark, Netherlands, Norway, Finland and Sweden, and to provide global PPC services to M and M Direct. Example markets: France and Scandinavia. Example engines: Google, Bing and Yahoo!
OBAN Solution
- Assessed search demand and competition across 100 brands in each individual market and organised best brands to target each market, based on local opportunity and competition.
- Created unique ads and revamped landing pages based on behavioural and conversion knowledge of searches from individual European markets.
- Organised staggered approach into each market – closely monitoring the success of each brand and ad group, applying A/B testing to ads. Implemented bid management software thereafter to manage bids of more than 100,000 keywords.
OBAN Results
Danish Campaign
Before: OBAN CPA – £120
OBAN CPA in 4 months – £7.50
Dutch Campaign
CTR: Increased by x20 within first month
CTR: Increased by 222% within second month
German Campaign
With German site run by other agency: CPA £65
French Campaign
With English site run by OBAN: CPA £30
With French site run by OBAN: CPA £16








