Tile Experience

Trebling Tile Experience’s Revenue in Five Years Time

In April 2015 we started to manage Tile Experience adwords account. Apart from a wide range of floor and wall tiles, the client sells a range of related products such as adhesives, grout, underfloor heating, etc.

The account consisted of search and shopping campaigns, with the latter only active since the end of 2014. Whilst the Shopping campaign was performing quite well, the spend on Search campaigns was too high for the number of orders it generated, with an average Cost per Order of £95 in the first quarter of 2015, compared to just £20 in Shopping. So the aim was to bring the Cost per Order down in the Search campaign to make it profitable.

Improved ROI in Search

Improving the Quality Score by restructuring campaigns, setting up new adgroups with ads more relevant to the keywords, we managed to improve the CTR whilst bringing down the average CPC. Together with bid management, taking into account the varying conversion rates for different adgroups/keywords, we managed to increase traffic at a similar cost, and as a result the revenue increased as well. The Cost/Revenue ratio dropped from 27% in the first quarter of 2015, to around 20% during the remainder of the year.

Through continuous improvement of the account and bid management we were able to bring the CPC further down in 2016, whilst traffic and revenue increased at a similar spend/revenue ratio. Further growth was achieved in the years to follow, pushing more on shopping which still had the better performance.

43% Revenue Growth in 2020

In the last couple of years, we have been splitting shopping up into different campaigns for product brand and non-brand related searches for many of our clients, including Tile Experience. With often higher conversion rates on product brand related searches, we were able to push bids up for those searches to take advantage of the better performance, whilst pulling back and reducing cost on non-brand searches.

This has been very successful and has helped to continue to grow the account, seeing a further increase in revenue of 43% in 2020, whilst cost only increased by 13%. As a result the spend/rev reduced to just 14% in 2020.

Combining Sayu Tools with Google’s Segmented Data
We are continuously looking for improvements, making use of our own developed tools, as well as the available details Google is providing on the data, such as demographics and in-market and affinity audiences. This enables us to set bids higher for demographics and audiences that convert better, another way to further grow the account.

Here’s What People Say About Us

We cant thank Sayu enough for all of the great support over the years and now even more the transformation of our Google Adwords account. Catherine has managed to drastically improve our conversions and reduce the cost at the same time! Many thanks again to the great team at SAYU!
Knowledgeable, professional & reliable. We are in safe hands!
Grant Wallett
Customer for over 8 years
We have been working with Sayu for over 8 years and have enjoyed a consistent, professional service on all one off projects and repeat services from SEO, PPC and shopping feeds to hosting.
J Duggleby