Our Specialists were approached by a consumer electronics business that, after initially relying on eBay sales, invested in an eCommerce store to increase sales and profits. Manufacturing in the Far East, it needed to significantly boost sales in order to increase production levels, which in turn would increase margins for its products.
A Google AdWords campaign was being managed for the electronics eCommerce store by a London agency, but the business felt that it should be producing more sales for the budget spent. Performance data in the store’s AdWords account exposed an incredibly poor structure and keyword targeting, with many of the searches not being targeted with relevant ads, costing the business valuable opportunities and sales.
Covering an unusually diverse range of brands, sizes and features, the market was represented by a huge number of search terms, each requiring dedicated, relevant ads to attract more clicks and more relevant landing pages to increase the conversion rate, in turn reducing the cost of every sale.
Google AdWords Display campaigns were employed to promote the brand alongside relevant content on the Google Display Network, targeting customers as they researched similar products. This is designed to increase brand trust and to further increase the sales achieved for the same budget.
With most sales costing less than £30, the majority occur on the same day as the first search and click, but a significant number of customers needed multiple searches and clicks before purchasing a product. To increase the rate of returning visitors and sales, a Google AdWords Remarketing strategy was implemented, following those customers across the Google Display Network with product ads and further building trust in the brand.
Alongside the optimisation of the traffic and strategies to increase brand trust, careful optimisation of the website was undertaken to improve the user experience. The way in which customers find the right products, the site navigation and product pages were improved to reinforce the product details which we knew motivated customers to purchase. Finally, we optimised the shopping cart checkout process to make it as clear, simple and effective as possible. The clearer and simpler we made it, the fewer sales we lost through the checkout process and the more money the electronics eCommerce store made.
Over a two-year period, we’ve worked hard with the electronics store to optimise its Google AdWords, Bing and Yahoo Search campaigns, as well as shopping comparison campaigns on Kelkoo, Shopzilla, Google Shopping and Shopping.com, and display and remarketing campaigns. Over that period, we’ve managed to increase sales 16 times over and achieve an unprecedented 10% conversion rate from Google AdWords clicks.
Within a matter of weeks, the restructuring of the Google AdWords Search campaigns reduced the cost per sale by 75% while gaining 72% more sales on the same budget. The AdWords campaign restructure also created far more relevant ads, targeting ever more specific searches which customers typed into Google. This resulted in a doubling in traffic in just a few months, further increasing sales and reducing the cost per sale.
The introduction of the Google AdWords Display campaign helped present the brand to customers as they researched the market which generated clicks through to the website, but more importantly increased ‘brand search’ – customers searching for the website rather than the product. Having been exposed to carefully targeted ads, customers trusted the brand much more, increasing the likelihood that they would choose this website to purchase from over a competitor.
Alongside the optimisation of the Google AdWords campaigns, the user experience analysis and improvements increased the rate of sales further, helping to significantly increase the sales achieved for every pound spent. Since the average customer needed two ad clicks to complete a sale, that means that one in five visitors to the site bought a product, such was the level of targeting, trust in the brand and the shopping experience on the website.
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