What We Did
Our client wanted to switch their focus to paid search, the challenge was simply to grow revenue, but the target of 10 X ROAS would first need to be achieved and then maintained. Being a seasonal business in terms of stock levels, and mindful of tens of thousands of products to manage, a paid search strategy that included both automation and the human touch would be vital for success.
Using cutting edge paid search automation tools, we were able to quickly identify areas where spend was inefficient. So the first task, once an account-wide audit has been completed, was to remove wasted spend areas and re-deploy this budget to positively performing parts of the campaign. The idea here was to reduce CPC's, and maximise ROAS (which was below the required 10 X before we started).
Once this strategy was underway, we turned our attention to non-brand keyword growth. For this, our focus was on product specifics initially and then we turned our attention to wider generics. The rationale for this split was that although the company is a well known brand, there was still a job to do both in terms of acquiring more customers digitally, whilst still driving awareness - introducing new customers to the brand all the time.
22% reduction in CPC
27% growth in CVR
61% increase in ROAS