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500% growth year-on-year. Highly profitable, targeted pay per click campaigns yield huge returns
Date: July 2007
Objective
To drive more visitors to the Slendertone website and increase on-site conversion rates. Marketing activity focused on the creation of highly cost-effective pay per click (PPC) campaigns
"A huge increase in monthly online sales from €32k to €279k in 9 months"
Background
- World leader in muscle toning products
- Over 2.5million toning belts sold
- Established for over 40 years
- Slendertone began running its own PPC campaigns in 2004
- In 2006 a web consultancy were brought in to review online marketing strategy
- As a result of consultancy the website was re-designed and the consultancy engaged to manage PPC on behalf of Slendertone
Aine Bailey, Web Marketing Manager, Slendertone:
“As our online store grew, we wanted to be sure we were getting optimum returns from our investment. We felt that it wasn’t enough to learn from our competitors. If you’re thinking about the long term, you need to learn from the very best, regardless of industry.”
Online strategy
- Strategic planning and tactical development of PPC activity
- Creation of cost-effective PPC campaigns to yield a high return on investment
- Full keyword research identifying thousands of search terms, the number of searches performed for each term and the estimated cost per click
- Individually written creative for each product or service for each PPC network
- Full bid management to ensure optimisation and cost-effective ad placement
- Use of tracking facilities to provide comprehensive campaign analysis
- Use of Google’s trademarking facility to prevent PPC sales leakage. The Slendertone brand name is almost synonymous with their product, similar to Hoover and vacuum cleaners, and so it is essential that their intellectual property is protected
- Following success of UK activity, multi-lingual PPC campaigns set up and now running across Europe
Results
- Doubled the overall return on investment - £11 for every £1 spent online
- Improved the on-site conversion rate by 50%
- 500% growth year-on-year for May 2007
- Increased the number of orders per month from 653 in September 2006 to 3,483 in May 2007
- A huge increase in monthly online sales from €32k to €279k in 9 months
- All growth achieved with no increase in the cost per acquisition
Aine Bailey, Web Marketing Manager, Slendertone:
“In my experience, it’s pretty rare for ROI to rise while also bringing down the CPA. That’s the reason we brought in an agency that really understands our commercial imperatives. We were doing well with our PPC, but it’s such a rapidly changing market that you can’t simply set up a campaign and let it run. You need to test and tweak it constantly – and that requires more time and expertise than we had in-house. Do it right, with the right high level metrics for monitoring, and it can be hugely profitable.” |