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Case Studies.
Van Demon

How do you grow revenue and improve paid search visibility in one of the most fiercely competitive markets in the UK?


About Van Demon

Van Demon is one of the largest suppliers of specialist auto van parts. Their website consists of information relating to the business and the wider automotive community. One of the main aspects of the site is that it is eCommerce and offers hundreds of products on many product pages. When they approached Click Consult they did so with a view to increasing sales, conversions rates and brand awareness.

Objectives

Our objectives for the site was as follows:
• Implement a Google Shopping strategy
• Run full PPC audits and competitor research to identify areas of expansion
• Improve CTR
• Increase Sales
• Reduce CPC
• Increase Conversions

How we helped

We analysed all previous PPC activity for Van Demon, scrutinising each element in detail to determine what optimisation techniques we could apply at a micro, as well as macro level, to improve overall performance and the help the account to run more smoothly. We identified gaps in competitor strategies, diversified targeted longtail keywords and increased customer relevance to push transactions and revenue through the roof.

To further ensure the client got the best possible return for their budget, we used our proTRAX tool, part of a suite of software developed in-house by Click. This technology allows us to distribute budget across campaigns and channels in the most efficient way.

Our Premier Google Partner Status has allowed us to whitelist the brand for a range of exclusive Google beta features that have had a significant impact and placed Van Demon a step ahead of their competitors.

What they needed was simple: an improvement in ROI and to demonstrate consistent revenue growth to move towards being a dominant force in the industry.

We began with a full audit of the account, tightening up the structure and focussing our targeting on the terms we knew were highly likely to result in a sale. We then started to build the account back up, building everything in an extremely tight structure that was conducive to improving quality score and increased relevancy between search term, keyword, ad, and landing page.

We consistently saw very strong growth in both revenue and ROI. High level analysis facilitated strategic use of budget. We looked at attribution modelling to set separate targets for high assisting keywords. We also analysed the effects of different free delivery thresholds on average basket values to help determine the optimum threshold.

We utilised mathematical models to determine bid adjustments for day parting, location, device, and RLSA.

Our sole focus was always on increasing the profitability, and we constantly tested different ROIs, and the resultant revenue to determine which levels maximised profit and ultimately increased market share.

Results

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