Objectives
After auditing the Early Years Direct Google PPC account, we thought we could make their investment work harder for them. Now it was time to prove it. Early Years Direct (EYD) have over 2,000 products, so we needed to get these products in front of the right people at the right time. This included pushing promotions, % discounts and seasonal products.
- Reduce wasted ad spend
- Full account restructure
- Increase ROI on spend by at least 50%
Our Approach
Our first action was to audit the account, this produced an optimisation roadmap, which we set out to follow.
We had noticed some of the targeting was not quite right in some of the PMAX campaigns, so the first job was to make sure we were only showing ads in countries that EYD could deliver to. The next job was to pause some of the products that were not generating any returns, and split the account into different campaigns to make it easier to optimise and control spend.
Correct conversion tracking was then implemented, allowing us to know the exact return on investment for each campaign. Because we now had conversion tracking working correctly, we were able to use the data to identify the products with the greatest growth potential. For example, we set about making sure categories like 'Wobbler Chairs' were getting sufficient budget.
Once we had removed budget wastage, we completed the account restructure so that EYD would gain the most benefit from their ad spend. This included segmenting products into separate campaigns, so we could easily control how much spend went into each category. As an example, we split out ‘Wobbler Chairs’, ‘Hand wash units’ and ‘Sensory & sound products’. This strategic approach, allowed us to invest more and expand the number of products we could show ads for. Leveraging the data we had, we expanded into Microsoft ads, which so has also been a success.
Results
The account is now averaging a really impressive ROI of 15, and revenue has never dropped below the first month's revenue we generated.
We have tested both going after lower and higher average order value products and they both work, but at different times in the year, so we have adjusted products being advertised based on this insight. This has brought continued success throughout the year.
Most noticeably we were expecting to see a sales dip in August, however with our combined knowledge of the products, campaign set up and market trends, we generated the best month across both Google and Bing, with a 22:1 ROI.
- A average of 15:1 PPC ROI over a 9 month period
- 22:1 PPC ROI in the 9th month itself!
- Average CPC remains below £1 at all times
- CTR increased by 32%
- Wasted ad spend removed, and refined to best ROI products
- Microsoft Ads ROI of 28:1 in one month with a small budget
Paul Harris and Katie Ballard, Owners at Early Years Direct said:
“Whilst we have been spending on PPC for many years, it was never something we really got to grips with. Since working with Equimedia, we have a better understanding, better communication, and much better results. A real win/win for Early Years Direct!”
162% increase in PPC ROI
22:1 ROI in the last month of the period
32% increase in CTR
Interested in seeing what we can do for you? Get in touch and let us know about your requirements today.
