Case Study

Sing! Case Study detailing our approach and tactics to dramatically increase PPC Performance and Account Efficiency for Gifts.ie

Case study: Gifts.ie, A PPC Success Story

by | Jan 11, 2018

The primary objective for this campaign was to increase the efficiency of the AdWords account for Gifts.ie, thereby increasing online revenue year-on-year, with a reduced annual budget leading to a greatly improved ROI. This case study explains our methodology, approach and results.

 

Strategy and Tactics

We made annual budget recommendations, geared towards maximising profit. We observed historical patterns in revenue and conversion rate, to best direct the client’s annual budget to maximise profit and ROI. 

Optimised Reporting & Account Structure:

We removed double-tracking and irrelevant conversion tracking metrics in the Adwords dashboard. This enabled us to use smarter bidding strategies geared towards generating revenue.
We created high-converting custom audience lists in order to boost conversion rates.

Optimised Account Performance:

We organised keyword bidding into single keyword ad groups with highly specific landing pages, thereby boosting overall quality scores and dramatically lowering cost-per-click.

Improved Traffic Quality:

We decided to implement comprehensive lists of negative keywords, cutting down on high volumes of irrelevant traffic that had historically slowed down conversion rates. Our intent here was to increase the relevancy of clicks that Gifts.ie received, and in so doing improve conversion rates and return on investment.

Custom Seasonal Holiday Campaigns:

We came up with targeted seasonal campaigns over a 10-month period, in order to intelligently advertise to the most relevant audiences. This allowed us to capitalise on surges of relevant traffic, without losing out to high-competition search terms targeted during these seasonal periods.

 

The Results

By the end of a ten-month period, our campaign had delivered:

  • A 39% year-on-year increase in sales value with a 13% reduced year-on-year budget.
  • This was largely accomplished by rigorous campaign optimisation.
  • Which positively affected the quality score of ad activity, more than halving the average cost-per-click.
  • As a result, return on investment increased year-on-year by 92%.

“The team at Sing! helped drive our ROI considerably, freeing up my time to work on the business. We were happy that the account was optimised to make our budget work as hard as it could, and that new Google features were tested and implemented where they proved to work.

Anthony Birchall,
Director, Gifts.ie