The objective set was to generate as many online conversions as possible, as well as improving conversion rates, reducing CPA and increasing market share in what is a very competitive market.
Initially, Party Britain’s paid search presence consisted of a single campaign and a small number of active keywords and adverts.
The first task was to expand on the keyword list, breaking down the account into product specific campaigns, and focusing on long tail keywords as we found in comparison the generics keywords had a much lower conversion rate.
Using broad match modifier, phrase and exact match we were able to split the keywords into tight ad groups.
This ensured that adverts could be specifically tailored to each keyword, allowing them to achieve a higher quality score and therefore keeping CPC’s as low as possible.
Each advert was then deep linked to its relevant costume / theme rather than landing on the home page as they were before.
The results have been fantastic; we have seen a 23% increase in conversions, CPA has reduced by 24% and revenue from PPC has increased by 66%.
Since working with Party Britain, Latitude has maintained an average ROI of 527%, and the e-commerce conversion rate has increased by 17%
“I was initially sceptical about outsourcing our PPC campaigns but Latitude has been very pro-active, offering great customer service and most of all they have lowered our marketing costs while increasing revenue”