RC Geeks PPC

A leading eCommerce business that wanted to increase custom using digital marketing. An extensive overview of their digital marketing highlighted the best way forward.

Project

Overview


We started working with RC Geeks to improve their ROI, and make digital marketing a more cost-effective option for the business to maximise its customer conversion rates.

Our PPC team streamlined a more effective approach to their online advertisement campaigns.

About the Client


RC Geeks are a leading distributor of remote control goods in the UK. The sell a wide range of RC cars, quadcopters and imagery technology.

What the client said…

“Crescat digital have been fantastic from the start, their team has worked relentlessly from the start to implement our SEO and marketing strategies. They have always been only an e-mail away and has always been fast and efficient and responding to any queries we may have. I would not hesitate to recommend Crescat to other businesses because of their no-nonsense, non-pushy approach.”

– David Feakins, Director

About the Client


RC Geeks are a leading distributor of remote control goods in the UK. The sell a wide range of RC cars, quadcopters and imagery technology.

What the client said…

“Crescat digital have been fantastic from the start, their team has worked relentlessly from the start to implement our SEO and marketing strategies. They have always been only an e-mail away and has always been fast and efficient and responding to any queries we may have. I would not hesitate to recommend Crescat to other businesses because of their no-nonsense, non-pushy approach.”

– David Feakins, Director

The Journey


We came into contact with RC Geeks late in 2014 as one of our first clients. They were not sure how to approach their search engine marketing and more specifically they were getting poor results from their PPC.

They wanted to shift their focus towards the growing drone/ quadcopter market and they were struggling with a high cost per conversion which limited their profitability

After assessing their Adwords account we uncovered a lot of weaknesses in the account structure, ad depth and shopping campaigns.

After over a year working with RC Geeks their account is now extremely healthy making large scale profit month on month.

The Journey


We came into contact with RC Geeks late in 2014 as one of our first clients. They were not sure how to approach their search engine marketing and more specifically they were getting poor results from their PPC.

They wanted to shift their focus towards the growing drone/ quadcopter market and they were struggling with a high cost per conversion which limited their profitability

After assessing their Adwords account we uncovered a lot of weaknesses in the account structure, ad depth and shopping campaigns.

After over a year working with RC Geeks their account is now extremely healthy making large scale profit month on month.

The Strategy


Account Audit

When we assessed the RC Geeks Adwords accord we found three main issues; they were not targeting ads effectively with a solid account structure, they weren’t utilising ad extensions and they weren’t optimising their shopping feed.

Armed with our findings we were keen to put together a strategy and start putting it into action.

Account Structure & Extensions

The main structural change we made was to create more brand and product focused ad groups that were intently customer focused. The disappointing results stemmed from a broad approach that we needed to dramatically narrow.

Aside from the automated rating extension there were none being used which meant the ads could be occupying more real estate in search results. This was addressed account wide.

Shopping Campaign Optimisation

This is something we find is quite common with eCommerce clients. They set up the shopping feed and thought Google would do the rest. This meant every product on the entire site was being auctioned for the same bid.

We segregated the entire feed, so we only had winners included and had a much more rigorous bidding system in place to make sure maximum profit was achieved.

The Results


After working with RC Geeks for nearly two years on their PPC accounts we had achieved a 623% conversion increase YOY based on the latest quarter. These additional conversions were accompanied with a -65% reduction in cost per conversion YOY which created a much bigger profit margin.

We also produced double the visibility for the ads which was great for the RC Geeks brand within their target industry. We are extremely pleased with the progress of these campaigns and we are looking to build on this success even further.

The Results


After working with RC Geeks for nearly two years on their PPC accounts we had achieved a 623% conversion increase YOY based on the latest quarter. These additional conversions were accompanied with a -65% reduction in cost per conversion YOY which created a much bigger profit margin.

We also produced double the visibility for the ads which was great for the RC Geeks brand within their target industry. We are extremely pleased with the progress of these campaigns and we are looking to build on this success even further.


AVS Fencing PPC

AVS Fencing needed to build and implement a successful Pay-Per-Click campaign to target potential customers.

Project

Overview


AVS Fencing recognised the advantages of implementing successful Pay-Per-Click (PPC) campaigns for their business.

We’ve worked with them to improve their conversions, and target customers most likely looking for the services AVS provide.

About the Client


AVS Fencing Supplies are a leading distributor in the UK for fencing, railway sleeper, decking and landscaping supplies. They have a strong foothold in the market across the South East of England and do a considerable amount of business online through their e-commerce website.

What the client said…

“Crescat Digital have been working with AVS for over a year and they have become an important part of our digital strategy. They have implemented strategies for both our SEO and PPC and are a great asset to our team and deliver on all of their promises. We wouldn’t hesitate to recommend Crescat to businesses looking to grow the online side of their business.”

– Sarah James, Head of Digital

About the Client


AVS Fencing Supplies are a leading distributor in the UK for fencing, railway sleeper, decking and landscaping supplies. They have a strong foothold in the market across the South East of England and do a considerable amount of business online through their e-commerce website.

The Journey


As a part of their search engine strategy, AVS required us to improve upon their existing PPC campaigns in Google Adwords.

Whilst in the past the account was profitable, it had been a while since any major edits had been done. Since then the account was not performing well and producing a lower than acceptable cost per conversion across all campaigns.

After auditing the account there were a number of opportunities being missed and some adgroups that had become redundant for the current PPC landscape.

We conducted a large scale clean up of the accounts ‘dead wood’, restructured the campaigns and introduced a more flexible shopping feed. After several adjustment periods the account is now in healthy sustainable profit.

The Journey


As a part of their search engine strategy, AVS required us to improve upon their existing PPC campaigns in Google Adwords.

Whilst in the past the account was profitable, it had been a while since any major edits had been done. Since then the account was not performing well and producing a lower than acceptable cost per conversion across all campaigns.

After auditing the account there were a number of opportunities being missed and some adgroups that had become redundant for the current PPC landscape.

We conducted a large scale clean up of the accounts ‘dead wood’, restructured the campaigns and introduced a more flexible shopping feed. After several adjustment periods the account is now in healthy sustainable profit.

The Strategy


Account Audit

The first step for any successful PPC campaign is to audit any existing accounts for evidence within the historical data of opportunities and flaws.

In this case we found numerous opportunities that weren’t being exploited and identified areas where the account was losing money.

Account Structure

Next it was important to add a more targeted structure to the account to cater for a large range of products on the ecommerce site.

Once the right structure was in place we were able to produce more detailed targeted ads to customers to improve quality score and CTR.

Ad Quality

In a vastly competitive market it takes something extra to stand out amongst the crowd. This is where well-curated ad extensions come in.

We implemented a range of sitelinks, callouts and other snippets to highlight the USPs of AVS and create competitive advantage in search results.

The Results


After a year of managing the account for AVS, we have achieved great success. Bringing a large cost sum down 15.8% YOY is a big saving for the business. This came with a reduced cost per conversion YOY of 24.6% which helped retained a lot of the margin in the products sold.

Despite bringing the costs right down we managed to increase the sales through the account to free up some budget within the business to invest in other important reasons. Our efforts lead to an 11.7% increase in conversions YOY which both us and the client were very pleased with.

The Results


After a year of managing the account for AVS, we have achieved great success. Bringing a large cost sum down 15.8% YOY is a big saving for the business. This came with a reduced cost per conversion YOY of 24.6% which helped retained a lot of the margin in the products sold.

Despite bringing the costs right down we managed to increase the sales through the account to free up some budget within the business to invest in other important reasons. Our efforts lead to an 11.7% increase in conversions YOY which both us and the client were very pleased with.


Scotts Miracle Gro PPC

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.