Office Supplies PPC
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£940,000Monthly Direct Sales
4,500+Monthly Conversions
£590,000Monthly Assisted Sales
Challenge
Our client, based in Ireland, sells office furniture and supplies. While they dominated within Ireland for B2C sales, they came to us seeking assistance with increasing their B2B sales. They saw they could fill a gap in the market, but were unsure how to effectively target businesses over individuals.
They were already running PPC ads, but were seeing a huge decline in their success due to the lack of optimisation and wide audience targeting. And, due to a high cost per lead, once an order had been processed and shipped, the ROI on the ads was below their target.
During the initial research and set-up phase, our team discovered a number of issues with the Google Ads account, including: All products were in one campaign, not separated by category; keywords and search terms were too generic; and there was no remarketing strategy.
So, they asked us to implement a new plan for them. We opted for a local Search Ad and a Dynamic Remarketing PPC campaign for their products. Here’s how we did it…
Solution
The main focus of the campaign was to return the client's ROI to a good place and increase transaction revenue. Therefore, the team picked apart the three aforementioned existing issues with the campaign and devised an appropriate solution for each. It was at this stage that it was decided that local searchers in Ireland would be targeted, instead of a wider, more generic audience, to ensure maximum ROI.
Firstly, they started by separating all the campaign buy categories and models, not just by product. For example, rather than just ‘desks’, there would be separate ad sets for ‘standing desks’, ‘standard desks’, ‘adjustable desks’, etc.
While the client was initially hesitant due to the extra cost they feared it would incur, in actual fact, it allowed the Search ads to run in a more efficient way. It would cut spending as the ads would only appear when necessary. Plus, they could be A/B tested, allowing for revisions and optimisations to be made.
Secondly, a focus on B2B keywords. The client knew they only wanted to target and bid for B2B centred keywords. The team researched and collected a pool of keywords and phrases such as ‘office supplies for businesses’, that they could bid on. Similarly, their research identified a number of B2C keywords that were quickly excluded from the campaigns to ensure no budget was spent on this unnecessarily. We chose to bid aggressively on the top funnel keywords to create brand awareness and get people on the site. This approach also helped with assisted sales, as well as direct ones.
Once these first two stages were implemented, a period of tracking and conversion measurement would influence the next stage: Dynamic Remarketing Ads.
It was found that users often visited the site more than once before purchasing, and in some cases, the purchase cycle was up to two weeks. Therefore, it made sense to use Dynamic Remarketing ads to target those who had already shown interest. These ads would show the products that the users had last viewed, encouraging the conversion.
Result
Overall, after an initial apprehension, the client was incredibly happy with the results of the campaign. This remarketing strategy saw huge growth, and the client gave excellent feedback on our approach.
With a massive £940,000 direct monthly revenue and over 4,500 conversions per month, the campaign was a huge success in solidifying the client as Ireland’s top officer supplies provider.