ID&C | Reflect Digital Contact

205% Increase in ROI through Google AdWords

ID&C are one of the world’s leading providers of custom wristbands with offices in both the UK and Florida.  Their target audiences are within both the B2B & B2C sectors, from organisers of festivals and corporate events to the general public looking for wristbands for a private party or wedding. They supply both off the shelf products as well as custom artwork products such as the wristbands for the Glastonbury Festival.

The Brief

ID&C had been working with another Adwords agency but had been unable to make their PPC channel return a positive ROI in over 18 months.

It was our task to take over the PPC account and prove to ID&C that paid search was a viable channel that could generate good positive ROI.

Due to the use of an automated management system, the previous account structure required extensive manipulation in excel to consolidate the data together for analysis, which meant data was only presented to the client once per month in the end of month reporting. This prevented both the previous account manager & ID&C from observing trends and reacting to market movements. As a result, it was imperative for the ID&C that we make the data easily accessible to them as well as making the account highly relevant for customer experience.

Our targets were to :

  • Make the PPC account profitable within 3 months
  • Rebuild the account to make data analysis quicker and more legible.
  • Generate substantially increase ROI

Our Solution

ID&C have target audiences in both the B2B & B2C sectors, from organisers of festivals and corporate events, to the general public looking for wristbands for a private party or wedding. They supply both off the shelf products as well as custom artwork products such as the wristbands for the Glastonbury Festival.

The difficulty is that both of these target sectors have very similar search criteria, so differentiating the traffic in the old account was difficult as it focused only on product terms.

To help alleviate this we structured the account so that each product was broken down with separate adgroups for each event type ( use type). This allowed us to ensure that every event type had its own specific, highly relevant, adcopy and was directed to the most relevant area of the site. We were also able to identify the types of events that were more likely to be a B2C order, such as “wristbands for weddings” and directed these to products with lower minimum order requirements than equivalent commercial products.

Our implementation involved:

  • Consolidation of match types into adgroups under a single Campaign for each product type to make analysis easier for the account manager & client.

  • Expansion of long tail keyword variations to include event types ( festivals, weddings, concerts etc) in search query as well as product type.

  • Updating of adcopy to be adgroup/product specific to improve Quality Score and user relevancy.

  • Split testing of landing pages and adcopy to ensure best landing pages and ad wording used. Especially useful for queries that are not easily identifiable as either B2C or B2B.

Most importantly, we implemented regular weekly account contact with the client to ensure account was inline with current offers and stock levels etc. This allowed us to allocate budget to campaigns at key times. Regular contact also allowed the client to better interpret the results and allowed them to link cause to effect and give us insight on industry reasons for data fluctuations and how we could overcome or take advantage of them.

Our Results

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