Scott’s Miracle Gro approached us with a specific project to improve their visibility within the PPC advertisement channel.

Project

Overview


We worked with this leading gardening brand to build and implement a successful PPC campaign. The aim was to target customers at a specific time of the year, in order to drive sales, and increase ROI.

About the Client


The Scotts Company (UK) are the leading supplier of gardening products in the western world. They own household brands such as Miracle Gro, Evergreen, Weedol, Levington, Tomorite and more.

They are an industry leader and need a high standard of digital marketing in order to stay there.

About the Client


The Scotts Company (UK) are the leading supplier of gardening products in the western world. They own household brands such as Miracle Gro, Evergreen, Weedol, Levington, Tomorite and more. They are an industry leader and need a high standard of digital marketing in order to stay there.

The Journey


To support their existing search engine optimisation campaigns and to increase visibility during peak season between February and May, Scotts need to have a number of product-focused PPC campaigns executed.

In the year previously the click-through rate was not hitting the numbers that were expected so we were tasked with turning this around.

We conducted a full audit of previous campaigns and found a number of opportunities that we could take advantage of, and put together a calendar plan of action.

After implementing a detailed strategy we managed to make vast improvements on results in previous years

The Journey


To support their existing search engine optimisation campaigns and to increase visibility during peak season between February and May, Scotts need to have a number of product-focused PPC campaigns executed.

In the year previously the click-through rate was not hitting the numbers that were expected so we were tasked with turning this around.

We conducted a full audit of previous campaigns and found a number of opportunities that we could take advantage of, and put together a calendar plan of action.

After implementing a detailed strategy we managed to make vast improvements on results in previous years

The Strategy


Account Audit
In this instance, we were fortunate that Scotts had a rich account history which allowed us to mine the data and find out exactly what had been successful and what had failed in the past.

We found numerous opportunities that weren’t being exploited and identified areas where placement criteria was lacking amongst other key components.
Account Structure
It was clear from the start, the right way to segregate the campaigns was by brand, as they all had specific peak times and niche audiences to target. We separated it further with additional campaigns based on type, and used ad groups to drill down to product level.

This new structure allowed us to focus our energy on the placements and variations of the ads in each individual area.
Ad Quality
The quality of the ads would be imperative to making these campaigns a success. During high season the competition in this market is fierce and you need to be exceptional to stand out.

For display campaigns that meant bespoke artwork, for search campaigns that meant a great amount of ad copy testing and implementing all available extensions effectively.

The Results


In our first year of managing the Adwords accounts for Scotts we were able to provide them with huge improvements to their results. The website we work with is an advice site that supports the brands which means traffic is the priority objective.

With that as our goal we achieved a 680% increase in clicks for -58% cost YOY. Not only that we were able to do this with nearly 200% more visbility through impressions. The client was extremely pleased with those figures.

The Results


After our campaigns with Scotts we managed an increase of 60% YOY in organic traffic that came from 65 target keywords on the first page of search results in the top 5. This lead to a record year for the website for both organic and overall traffic.

One of the main business goals for lovethegarden.com is to get newsletter subscribers so Scotts can keep consumers and trade customers alike up to date with the garden brands. We delivered 20% over the target set to us for this figure. We are looking forward to improving on these results with Scotts in the future.