To achieve the growth, we set up new campaigns to cover all brands and products sold on the website, as well as Shopping campaigns, which resulted in a doubling of traffic and revenue in 2016.
But with a high spend/revenue ratio when they first came to us, we needed to bring that down to make the account more profitable. With our advanced bid optimization tools we managed to keep the spend down whilst traffic increased, and the spend/revenue more than halved from 27% in 2015 to 13% in 2016.
Tenfold of Revenue in Five Years
Whilst maintaining the spend/revenue at a similar level over the next few years, the account has seen a further growth, with revenue doubling once more by 2019. This growth has been achieved by continuing to develop the campaigns, setting up adgroups for new products added to the site, and improving the Shopping campaigns, focussing on brand and product searches which saw a higher Conversion Rate.
Bid management also continued to play an important part, adjusting bids depending on changes in the market. 2020 was an exceptional year with sales down in the first four months during the first lockdown period, but then accelerating once the first lockdown was over. With not just traffic but also Conversion Rates improving, we were able to push bids higher to get more exposure on Shopping and increase traffic further.