Overview

Duvet and Pillow Warehouse (DAPW) approached Digital Clarity when they felt the PPC campaign had reached a limit. They wanted to achieve a substantial growth in revenues. Although the campaign was converting well and driving a positive ROI they were unable to take the account to a higher level of return whilst maintaining the return on investment percentage which made the campaign cost effective.

Digital Clarity took over the PPC account in April 2011.

The goals of the project were:

1. Increase revenue on last year, per month
2. Control Revenue and spend to adhere to a specific ROI%
3. Maintain top positions for key terms

Challenges

The main challenge was the lack of consistency within the account. Campaigns were targeting different locations and keyword match types were spread throughout various adgroups with no consistency or purpose.

The campaigns were not hitting daily budgets therefore seeming that we had reached the peak of traffic.

DAPW had tested broad match on their prominent keywords which had not performed well for them in the past, high traffic volumes but limited revenues were achieved.

Bed linen was underperforming and was a key product sector which DAPW wanted to push. DAPW were very clear about maintaining the positions they had fought so hard to achieve against the competition.

Challenges

• Consistency
• Expansion of account
• Match types
• Bed linen
• Positioning

Strategy

Keyword Review

• A focus on cutting out wasteful traffic, by removing keywords which had previously never converted either directly, or indirectly.
• Un-pausing keywords which had previously converted either within or near to the desired metrics
• Reviewing negatives and match types

Bid Strategies

• Increasing the bids of keywords which were converting.
• Testing and delivering bidding strategy changes at certain times of the day.
• Daily budget management and cap restrictions.

Content

• Ad copy changes were implemented some of which reflected seasonality and occasions e.g. Royal Wedding. Others focussed on offers and pricing.
• Landing page reviews

Initial Results

After the first 3 months Digital Clarity had managed to achieve some extremely positive results.

Revenues increase in the first 3 months by an average of 99.8% on 2010

Results

• Revenue: 73% increase
• Conversions: 89% increase
• CTR: 10% increase