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.
We achieved all of our targets for the account.
- We proved that PPC was a viable and effective channel for ID&C’s business.
- We simplified the account structure to allow both agency account manager and client to interpret the data and target emerging product trends –impossible under the old account structure.
- We increased ROI by 155%, achieving and exceeding our target in the first year of management (Mar 2016 – Feb 2017 Vs. March 2015 – Feb 2016)
- So far in the start of our second year of management (March 2017 to 14th June 2017) we have further increased ROI a further 20%, a total increase of 205%.