How we increased the sports retailer’s paid search ROI by 230% in the first three months of managing the account and seamlessly aligned campaigns with their fast-moving online inventory
About JJB Sports
Click Consult began managing JJB Sports’ paid search (PPC) campaigns in December 2009. Part of their brief was to work to a set ROI with their budget and also to avoid bidding on any brand key terms. This made performance metrics on ROI a challenge, but one that we were confident to take on.
How we helped
One of the biggest challenges was ensuring we didn’t waste budget by advertising products that were out of stock on JJB Sports’ website. Another challenge was managing additional product categories that were added to the site, so we set up an arrangement whereby new products were added to the campaign on notification.
In order to maximise revenue and increase ROI, our strategy combined search funnels, keyword research, PPC, display campaigns and conversion rate optimisation (CRO).
Results
We had instant success achieving a 192% increase in ROI after 3 months. Year on year, we delivered the following improvements to JJB Sports’ PPC campaign:
Comparing performance in the first 3 months of Click taking over the account with the same 3 months in the previous year when JJB Sports was with a different agency, we delivered the following benefits:
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