Ongoing Paid Search

The Brief

With thirty years’ experience in airport parking at Gatwick, this award-winning, family-run business, provides a friendly service you can rely on every time.

The client raised concerns about their Google AdWords account and that it was running ineffectively. They had no insight into how their advertising spend translated into sales and had to estimate both their Conversion Rate and their Average Order Value. Added to this, having just parted ways with one of their resellers, they were experiencing a 15% loss in turnover.

The Solution

Linking their AdWords and Analytics accounts properly and ensuring eCommerce tracking was implemented meant they were able to see exactly what their AdWords spend was doing for them. A quick audit of their account highlighted poor implementation of match types and keywords which we resolved to make keywords more targeted.

Rewriting ads, ensuring USP’s were clearly highlighted and accurately representing the company ethos whilst also implementing relevant ad extensions, made Cophall Parking stand out from competitors and whitelisted for the then-beta Callout Extensions.  Once some history built up, we refined their ads further to use the most profitable keywords.

Additionally we set up Remarketing audiences, Display Remarketing, implemented RLSA and moved on to testing Google Sponsored Promotions and Google Display Network by targeting similar audiences to their converted list.

The Result

Within the first month of our changes going live, we increased the account CTR by 10%; within four months we had increased it by 32%. As we were able to report on ROAS, the client had a clear insight into how their AdWords spend was translating into sales.

With results this good, the client doubled their advertising budget within the first three months of our management and continued to see the same return on ad spend. At the end of the calendar year, reports showed they had received the most direct sales in their 30 year history and more than made up for the 15% revenue loss caused by parting with a reseller.

Linda MarshCophall Parking Gatwick

Campaign services: Pay Per Click

Related Campaign Elements

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