Case Study: PPC for Online Tiles Shop

Web Designer Vip was first approached to undertake Adwords PPC optimisation and management for an online tiles shop back in 2010. The client were having difficulties in getting a good result from their Adwords budget and wanted to increase their return on investment in Adwords in order to grow their business

Adwords PPC for Tiles: Approach

After a full keyword analysis and examination of the conversion potential of the current online shop, we used our experience with ecommerce PPC to begin restructuring the account and adjusting the campaigns to boost the return on investment for the client’s PPC.

• Bid optimisation for both long tailed and broad match keywords to grow revenue while boosting brand awareness in the marketplace
• Consultancy and content suggestions to improve website landing pages in order to grow conversion potential and keyword quality scores
• Testing and ongoing improvement to ad copy to encourage high clickthrough rates and improved conversion rate
• Use of negative keywords to remove “wasted clicks” and make better use of available Adwords budget
• Ongoing optimisation around keywords which produced highest revenue based on immediate ROI as well as more in-depth analysis in partnership with the client using % cost of sale modelling

Adwords PPC for Tiles: Results

The graph below shows paid search traffic growth over time (exact figures are not shown to preserve client data confidentiality). Click to enlarge.

The graph below shows the rising number of Adwords traffic conversions (purchases) for the tiles shop (exact figures are not shown to preserve client data confidentiality). Click to enlarge.

The graph below shows revenue growth for the tiles shop for the duration of Adwords PPC management work so far (exact figures are not shown to preserve client data confidentiality). Click to enlarge.

The site currently maintains levels of over 50% more relevant paid search traffic than it did when work first began. Typical results for any given month include (figures taken from real client data):

• 10% more revenue year on year for Adwords traffic
• 6% year on year increase in average order value from Adwords traffic
• 8% year on year increase in revenue from non brand Adwords traffic
• 9% year on year increase in Adwords traffic for the same clicks budget