Ongoing Paid Search

The Brief

Having self-managed a Google AdWords account with limited success, In One Clothing approached us to improve the performance of their campaigns and as a purely eCommerce business, the main aim was to increase online sales.

We were tasked with optimising ads, increasing non-brand traffic and conversions and expanding into different channels including shopping and display.

The Solution

Following the audit on the account we agreed the solution was to re-structure the In One Clothing’s AdWords account in a number of different ways. These included ad optimisation, keyword match type changes, better targeted ad groups and pausing keywords that weren’t performing.

To begin we expanded and optimised the non-brand ad groups and then followed this by using the search term report to add further ad groups to the campaigns.

We also created remarketing and shopping campaigns to expand the accounts reach and generate additional sales, setting up RLSA in order to recapture non converting traffic. We are currently working with our Google Account Manager to implement RLSA for Shopping.

The Result

Following the optimisation tasks we immediately saw a drop in the overall cost-per-conversion and an increase in the conversion rate.

The table below shows the results following our changes for the old and new ‘bridesmaid multiway’ campaign. We saw improvements for every metric, including lower cost-per-click, higher click-through-rate and an increase in conversion rate from 0.23% to 2.48%; conversions increased from 4 to 24.

Month on month we continue to see growth in the amount of conversions generated.

This all stems from the changes we have made over the past months and our commitment to growing the account using Google’s GDN and shopping channels.

CampaignClicksImpressionsCTRAvg. CPCCostAvg. posConverted clicksCost per conversionClick conversion rate
OldBridesmaid – Multiway 0804141742320695.43%£0.53£930.821.44£232.700.23%
NewS&T Bridesmaid Multiway966107558.98%£0.43£412.42124£17.182.48%

Sylvie MortonOwner - In One Clothing

Campaign services: Pay Per Click

Related Campaign Elements

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