PPC Performance

TapCentre is a reputed UK-based One Stop Online Shop for Taps, offering a comprehensive range of Kitchen, Bath Taps and Accessories. Their USPs are: the fastest and most efficient service provider in the whole of UK; and competitive pricing and free shipping on orders of any size and value. They already had an established online brand presence but were dissatisfied with their in-house PPC campaign management. TapCentre sought out a proactive, hands-on agency that could help them improve their ROI on the paid search campaign.

The Solution

After a detailed and comprehensive GAP analysis, our PPC experts identified the crucial pain areas within the existing campaign and immediately fixed them by adopting a tactical strategy at the account level. In order to bring targeted traffic to the site, the team first refined the existing keyword portfolio by including proper negative keywords. To lower spend on less profitable keywords and efficiently utilise spend, proper budget/bid management was performed.

To further expand the scale of the account, extensive keyword research was carried out and the campaigns were restructured to incorporate the newly found keywords in relevant ad groups. Our team also added long tail keywords based on analysis of existing user search trends. Advanced strategies such as keyword matching and dynamic keyword insertion, etc. were implemented to ensure effective utilisation of the online marketing budget. Our creative team created compelling ad copy to boost the amount of click-throughs to the site.

The Results

The combination of these strategies helped our team reduce the overall CPA (Cost-per-Action) of the PPC campaign by 30% (in just 1 month) and improve the Conversion Rate by 26% (over 1 month). The Total Revenue also increased by over 300% in a span of 6 months.