Effortless lighting, specialise in an eclectic mix of bespoke indoor and outdoor wall lights. David (the owner) had previously been running a PPC and shopping campaign - however this hadn’t seen much success in recent months - with an average CPA of £76.04
To increase sales and lower the average CPA on the campaigns.
The PPC campaign had previously been set up to target lots of different products, which appeared to be costing them a lot of money for very little return. We decided it would be more effective to narrow this down to the top level keywords and focus on the broader terms that the shopping campaign may not pick up on. We re-wrote the ads for the PPC campaign in the new extended format and made sure that she had all relevant ad extensions implemented. The Google shopping campaign, was previously set up to promote all products on the site - which isn’t the best practice when running a campaign on a limited budget. We therefore decided to strip out the products into different product groups focusing on the best sellers - or products with a high ROI. We then adjusted the bids to ensure that the best selling product group ads would be more visible in the SERP space. From the data in the old campaigns, we were also able to set up an ad schedule to ensure that the campaigns were more visible during the most successful sale times during the day and also so that we could reserve the daily budget as much as possible during the lower converting hours.
In month one we were able to increase the number of sales by 63.25% and lower the average cost per conversion by 54.10%. This was the highest level of continual sales they had seen from the paid search campaigns and it also meant that they achieved a positive ROI after just one month of our services.
cost per sale
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