Papa John’s worked with Net Media Planet to see if targeted paid search could beat the discounting campaigns typically deployed by pizza companies in order to increase sales.

By targeting the creative messaging and timing of PPC campaigns to commuters using smartphones, Net Media Planet was able to increase profit per pound spent on mobile PPC by 139 per cent, with revenue increasing 79 per cent. Revenue per click increased by 48 per cent and AOV increased 12 per cent.

Net Media Planet used its Mercury platform to manage and run separate campaigns across desktop, tablet and smartphones to reach different audiences – people at work, commuting and at home. All of the campaign results beat those of the best discounting campaign, something that had never been achieved before. This is now being used alongside a tactical discounting strategy.

“Through their creative and lateral thinking, Net Media Planet has delivered an effective new way of generating sales without needing to discount,” said Andrew Gallagher, marketing director of Papa John’s UK. “It’s a powerful weapon to have in our marketing armoury.”