PPC Campaign for Dune Group Ltd
Barracuda was given initial responsibility to use PPC to prove its ROI potential and then work with the inhouse digital team to support the digital revenue growth plans through search.
Strategy and Execution
We launched the PPC activity in October 2010 initially with a test budget , organising the campaign to justify its value to other business . The second phase of the plan was a strategy yof continuous improvement and strategy, refining and organising the campaigns
Choosing the target URL’s for advert groups and maximising the budget breakdown additionally, Barracuda refined the best performing keywords within the best advert groups.
We produced the code scripts for Shoe Studio developers to add to their web pages and tested different Adverts creation to maximise response.
The results of our work
Across the board, good-to-excellent results have been achieved over the campaign period. In the last 18 months Shoe Studio’s website achieved a high conversion rate, increasing by 184%. The clicks more than doubled over of the campaign period for 2011 from 31,116 to 71,865, and the clickthrough rate increased by approximately 1200%. The cost-per-click declined by 16% and the CPA was halved, ensuring a good return on budget and increasing cost savings.
In 2012/13 Barracuda working with their digital team to consolidate all the brands under the Dune umbrella and planned a Pan-European for 2014 launch.