Project Summary
Optimising PPC to drive in-store and online sales
- Major overhaul of existing PPC activity to improve ROI
- Switch from click-based optimisation to sales revenue optimisation
- Restructure and rebuild of all Google activity including set up and management of c. 40 new Google Campaigns and Ad Groups
- PPC reporting based on basket value
- Extensive proposition and keyword ROI testing
- Unique tracking URLs for all keywords
- Implemented universal tracking across online display, search and other inbound traffic cources
- Multi-channel click path analysis
- Weekly and monthly reporting
Results
- Three fold (300%) increase in sales revenue ROI
- Established revenue ROI for all keywords
- Reduction in PPC campaign costs
- Established PPC and major sales channel
- Established link between online spend/keywords and offline store sales