Royal Mint Bullion: Going live with gold

Royal Mint Bullion, a business selling precious metals, used data to improve its programmatic advertising bidding criteria to increase sales and decrease costs in the UK.

Campaign details

Brand: The Royal Mint BullionBrand owner: The Royal MintLead agency: Manning Gottlieb OMDCountry: United KingdomIndustries: InvestmentMedia channels: Search marketingBudget: Up to 500k

Executive summary

Royal Mint Bullion's business model, selling gold to investors, is a low-margin business. In 2017, the Royal Mint was under pressure so they set us our toughest targets for paid search ever.

We needed a completely new approach to give us a chance of hitting our targets. We began by examining the fundamentals of why investors bought gold.

We discovered that interest in...

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