We played an integral role in the development and marketing of an eCommerce store which sells a range of electronics accessories, focusing on quality at a budget-friendly price. A new venture for an experienced online entrepreneur, this startup project built on the foundation of market research undertaken by our Specialists to identify market volume and opportunities.
As a new store, it is important to quickly establish a recognisable, trusted brand, so our strategy quickly made use of Google AdWords Display campaigns to position the brand alongside relevant consumer electronics products. Well-researched and tightly structured Google AdWords Search campaigns were simultaneously created to target searches for a diverse range of brands and different product sizes and features, each served with highly relevant ads and directing visitors to relevant pages for those products.
To encourage customers who had not purchased to return to the site, our Google AdWords Specialists created a cleverly targeted remarketing campaign using branded banners with a firm call to action and the benefits of buying from the site. The website was built with user experience in mind to focus on a strong conversion rate, producing a low cost per acquisition (CPA) for each sale.
Shopping comparison sites were later added to the strategy, featuring the catalogue of products, and synchronised weekly with Google Shopping, Kelkoo, Shopzilla and Shopping.com to increase traffic to the site.
In just a few short weeks, the data available in the Google AdWords campaigns allowed optimisation to decrease the average cost per click and the average cost per sale for the electronics accessory store. As the brand became more trusted in the marketplace over a few short months, the CPA also decreased further.
With more data available as the campaigns ran, we learned more about what motivated the store’s target audience to purchase and optimised ad copy to increase the response, further boosting the volume of sales. Some search traffic didn’t convert into sales so well – this was either addressed with creating new landing pages or excluding products from the campaigns to reduce wasted budget and focus on those keyword areas which produced the greatest number of sales.
The optimised Google AdWords campaigns running on search, product search, display and remarketing combined will produce some 18,500 sales each year at an average cost per sale of just £4.30, showing some 30million ads across Google’s Display Network.
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