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Case study PPC PDF

A 424% return on advertising spend is exceptional – this is the return that Figleaves, one of the web’s favourite underwear and lingerie retailers, saw from their campaign across Espotting’s UK network.

1) Keywords
They key for Figleaves was striking a balance between the high traffic, generic search terms, and more targeted terms that tend to convert at a higher rate. Generic terms, such as ‘underwear’ are great traffic drivers as the demand for these terms is high, leading to large search volumes. In comparison more targeted terms like ‘2xist boxer shorts’ have lower search volumes, but because users are much more specific with what they have searched for, they deliver excellent conversion rates. As a bonus, the lower demand also results in more economical bid prices.

2) Titles & Descriptions

Once a user has performed a search, it is the job of the title and description to encourage them to click on a listing. Figleaves ensured that each title included the searched-for term. This not only led to increases in click through rates, but was also an important traffic qualifier – effective titles and descriptions let the user know exactly the content of the site and ensure that only interested users click through.

3) Deep Link

Figleaves also ensured the shortest path to purchase by sending the user straight to the relevant section of the site - eg. a user searching for ‘Calvin Klein boxer shorts’ is delivered through to the area of the site where these can be purchased. ‘Deep linking’ is useful for consumers who want to find what they are looking for with a minimum of effort, and also maximizes conversions by reducing the number of points at which a user can leave the site before purchasing.

4) Maximising Effectiveness

Simply choosing keywords, titles and descriptions is not where the job ended – throught the campaign Figleaves worked with the Espotting team to monitor, tweak and adjust their selection of keywords, dropping underperforming terms and reallocating budget to those that converted best. Figleaves used a combination of their own reporting tools combined with Espotting’s reporting functionality to precisely calculate the returns being delivered by each individual keyword.

THE RESULTS

The targeted nature of the traffic sent through to the Figleaves site meant they saw a 424% return on their advertising investment.

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