Case studyLK Bennett PPC management
LK Bennett launched their first online store in May 2007. They recognised the potential of search engine marketing from the start, and pay-per-click (PPC) campaigns were an important part of their online customer acquisition plans.
Initially, LK Bennett managed their search engine marketing themselves internally. It became clear, however, that getting the most from PPC would require a lot more time and attention. They asked Snow Valley to take on PPC management and improve the performance of their campaigns.
Improving PPC performance
Snow Valley consultants carried out a thorough analysis of LK Bennett's search engine strategy and identified a number of ways of improving PPC performance.
The first step was to take over the PPC account set up by LK Bennett, thus maintaining the valuable click-through history that has such a significant bearing on rankings.
The next step was to optimise the keywords and ad groups. Redundant words were cleared out and new ones have continually been added that better reflect the product ranges as they change with the seasons. A lot of attention is given to the match type for the keywords, so that the ads are targeted much more carefully, thus increasing conversion and ROI.
Ongoing text optimisation ensures that the ads are updated in a timely manner. When seasonal discounts were promoted on the site, for example, the ads highlighted the reductions, thus attracting relevant purchasers. The copy was then updated again ready for the autumn, and ongoing changes ensure that every ad is carefully optimised to suit the time of year and the products that LK Bennett wants to promote.
LK Bennett sees 900% increase in PPC return on investment
"We're really very pleased with the results of Snow Valley's pay-per-click management," said Kate Smyth, LK Bennett's Head of E-commerce.
"We always knew that PPC could be a very effective customer acquisition tool, but it proved to be too time-consuming for us to manage in-house," continued Natalie Bevins, Marketing Executive at LK Bennett.
"Snow Valley has been able to apply the time and expertise to get it right and as a result we're spending less money to generate 700% more in sales revenues. We're delighted and are now looking to Snow Valley to help us make performance improvements in other areas, such as affiliate marketing."
The blue area shows the sales revenues generated by Snow Valley's PPC management for LK Bennett. Revenues from PPC for September were up 735% compared to May. Expenditure on PPC, shown in red, went down 6% over the same time period. This Ensured a 900% return on PPC investment in September