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UK Models is a leading modelling portfolio provider with over 8 years experience helping aspiring models of all ages achieve their dream of becoming a model. UK Models have helped 1000's of models take the first few steps.
UK Models provide a number of services from assessment days, portfolio shoots, model school and model boot camps. They also design and print z cards or help models set up their own websites.
UK Models are not an agency as they do not find models work, they provide all the services needed to start off and establish your modelling career.
UK Models formerly operated under the brand name ‘Diesel Models’, it was re-branded due to the negative press received around modelling agency start-ups. ‘Diesel Models’ brand keywords generated around 1000 conversions per month. This volume helps offset expensive non-brand terms to increase total conversion volume. An objective is to regain these conversions under the new brand name & increase brand equity.
There is no particular seasonality as the demand is generally steady, although volume spikes are often seen during public holidays.
Currently UK Models is marketed online only; there is no activity on TV, radio, press, or other forms of brand promotion.
The main objective of the UK Models campaign is to generate as many leads as possible within the proposed monthly budget. Other objectives include:
Since Diesel Models was rebranded to UK Models, brand leads significantly dropped, so the additional challenge is to establish and increase awareness of the UK Models brand.
The UK Models account was completely restructured by Jellyfish. All keywords are separated by match type at ad group level. Routing & match type negatives ensure that only the most relevant keyword/ad copy & landing page are shown.
Effectively, a restructure affects keyword history, inflating average CPCs paid due to quality score. The account has to build this history as quickly as possible. During this time CPAs are often inflated. Lead volume targets had to be lowered during this period, to allow the restructured sections to gain history, benefiting the long term strategy for the campaign.
Jellyfish conducted a TV programmes test to investigate the effect of fashion & modelling related programmes on the performance of the campaign, by day of week and hour of day.
The main goal is to increase the efficiency of the performance by applying automatic ad schedule and automatic increase / reduction of bids according to the test results.
When Jellyfish took over the management of the UK Models campaign, only Google Search & the Google Display Network (GDN) were being targeted. Jellyfish outlined their intention of targeting social networks as a long term strategy, whilst the Bing & Yahoo accounts were being setup.
A drop in campaign performance was seen, meaning a Facebook campaign was initiated earlier than intended in order to increase immediate lead volumes.
Facebook allows ads to be delivered based on location, age, gender, education level, interests, college attended, relationship status, and language.
Realistic goals were outlined for the Facebook test, based on previous results gained through this channel. Average CPCs are often very high, whilst conversion rates are low in comparison to other networks. Jellyfish decided to use Facebook because of its ability to drive incremental volume & not as a channel that could provide conversions at low CPAs. The main goals of the test were to;
Initially the campaign was running 2 ad variations:
The child ad didn’t perform well as the traffic volumes were very low, so there was a new test ad copy introduced.
The results showed that a significant volume of traffic comes from females. This was expected before launch, but was tested due to the nature of gaining a conversion through males in Facebook vs. search. Jellyfish felt that the likelihood of conversions through Facebook was a lot higher as the user doesn’t actually ‘search’ for modelling related terms.
75% of traffic generated was from teenage girls. This was also anticipated due to the larger number of Facebook users that fall into this category.
Facebook allows the advertiser to target by a specific ‘area of interest’. This is subjects & categories that Users select as topics they are interested in. Initially, groups were targeted by model related terms, as well as TV shows around modelling. Fashion houses & designers were also targeted.
After the initial gender testing, Jellyfish introduced a new test ad copy which was marketed to females under the age of 21. Likes & interests were selected as TV shows/pop stars & young models that were likely to appeal to the target demographic.
The ad results show a higher conversion rate for the ‘teen’ targeted ad. This has a much wider target group, but the age group is more specific to those who are likely to convert.
The teen model campaign generated an average of 50 conversions per day; in comparison to the ‘model’ targeted ad, which averaged 43 per day. This is still high, due to the smaller demographic group that was targeted.
The next test should target the model campaign, but at an age range of under 25. Although this would significantly lower the amount of users targeted, the conversion rate is likely to be higher.
Jellyfish agreed to manage the campaign on a fixed CPA model from the outset. Due to the restructure implementation, Jellyfish managed the campaign on a 15% media fee, whilst the campaign was liable to fluctuating CPAs.
Jellyfish returned to a performance based model once the restructure had been completed. This allowed both parties to have full view of the actual CPAs being paid, whilst Jellyfish are not at risk for making changes that would benefit the account in the long run.
The Facebook campaign exceeded the target lead volume and played a significant role in meeting the client’s monthly conversion goals.
The Facebook campaign is currently paused, due to the client needing a lower volume of leads. Once the target is increased, Facebook will play a key role in generating acquisitions, as well as a social platform for the campaign.
