Best At Flooring supply an extensive range of stylish and affordable Amtico flooring and Amtico Spacia floor tiles, as well as huge range of other top brands such as Kahrs, Elka and Quick Step.
As well as high quality wood and laminate flooring, they also have a large collection of modern and traditional rugs. Delivering throughout the UK to both domestic and commercial customers, the company prides themselves on offering the best price for the finest quality products available.
Analysis
What they wanted
The client had been using AdWords previously, both in-house and with a number of different agencies, but hadn’t been achieving the required return on investment. Taking over the management of the PPC account in January 2017, our first step would be to review the current account performance and identify ‘quick wins’ that would make immediate savings. Our goal was to eliminate waste PPC spend whilst focusing on areas that were delivering sales and revenue.
Action
Challenges to overcome
Best At Flooring had seen some leads from PPC but the ROI was too low to sustain the PPC activity. Our initial brief was to utilise the same budget, but increase both sales and revenue to make activity sustainable:
- Increase sales
- Decrease CPA (cost per acquisition)
- Increase revenue
- Increase ROI
And did we meet these challenges head on? In short, yes – and then some! In fact, the results were better than the client expected.
- Sales volume increased by a massive 211%
- Return on investment increased by 604%
Success
How we Delivered
After analysing the initial account structure it became apparent that the best course of action would be to restructure the account, putting additional focus on Google Shopping as this channel was delivering the best return on investment.
Once we had the correct account structure in place, we could then start to look at our current bidding strategy and tweak this to deliver optimal performance and really start to drive down the CPA, while simultaneously deliver more sales and revenue for the client.
- Between January and April 2017, the CPA decreased by an impressive 54%
Below is a summary of the account optimisation that helped deliver such outstanding results for this client.
- Existing AdWords account review
- Google Shopping segmentation
- Keyword research and overhaul of existing selections
- Negative keyword expansion
- Bid management
- Ad scheduling implementation
- New Ad extensions
- Device bid modifiers
- Geo-targeting bid modifiers
- and much more…
PPC management is an on-going project so we are constantly reviewing performance, making bid amendments and keyword tweaks to ensure we deliver an optimal performance for both the client and the end user.
If you’re struggling with a low return on investment using Google Adwords, please don’t hesitate to get in touch today.