Overview
ProCook is the UK’s leading specialist cookware multi-channel retailer. With retail outlets in major towns and cities across the UK, the company also has a powerful online e-commerce presence.
ProCook has seen great growth in the last few years via PPC and SEO strategies and have been working with Digital Clarity over the past 8 years.
Year on year there is a slight shift in focus of products and targets, however, the underlying objective is growth. The overall goals of the project are:
- Increase revenue month on month, year on year
- Control non brand revenues and spend
- Revenues and spends to adhere to a specific ROI target
- Increase Bing revenue
- Enhance Shopping campaigns to ensure relevant product optimisation
Strategy
PPC
To identify and optimise four categories to specific ROI targets based on influence and attribution:
- Brand – To grow exposure of the brand and ensure all searches deliver the most relevant results
- Non Brand – To drive growth year on year from new customers searching on both generic and specific product terms
- Shopping – To dominate and optimise the most successful products on Shopping listings. To be ahead of the curve and competition with Shopping strategies
- Remarketing – To re-engage relevant and interested visitors with a creative tailored message, aligned to their behaviour
SEO
- Improve position on SERPs for highly relevant and converting search queries
- Increase brand exposure and interaction with the brand
- Build out a successful content plan to drive links and interaction
- Increase visitors and growth in revenue
Results
We saw some extremely positive growth figures. This account continues to grow and drive increased revenue at a steady ROI:
- PPC brand revenue uplift – 35%
- PPC non brand revenue uplift – 36%
- SEO revenue uplift – 51%
- Shopping revenue uplift – 48%
