CASE STUDY: 650% increased sales for National Pen
Provided by The Specialist Works
The Specialist Works helped significantly increase sales across their French and German territories
What was the Challenge / Background of the Campaign?
Following the consistent uplift in sales for the UK market since the beginning of the partnership in January 2014, National Pen, an international personalised pen manufacturer, tasked The Digital House with replicating this success across their French and German territories in June 2014.
What was the Campaign Objective?
Co-ordinate specialist native paid search resources to deliver highly targeted local search campaigns alongside the ongoing management of the UK structure.
What was the Solution?
A full restructure of both the French & German campaigns to enable accurate keyword matching for automated bidding using our proven research and build process, initially focusing on top-selling items and shopping ads before implementing peripheral product campaigns & remarketing. A well thought-out naming convention at both campaign & ad group level meant the UK team could manage and analyse the FR and DE campaigns at the same level in terms of optimising keyword bids & changing daily budgets, alongside integrating wider strategy changes across the native speaking teams.
What were the Results?
Sales in France increased by over 650% whilst keeping CPA well within target. Sales in Germany increased by 305% again whilst keeping CPA low.
What were the Key Learnings of this Campaign?
Tony Bowers, International E-commerce Manager at National Pen says:
"The Digital House has provided us with the campaign setup and automated bidding structure to effectively manage comprehensive paid search campaigns across three territories. Campaign performance is analysed and optimised weekly to enable ongoing performance improvements. As a result, we have seen big increases in paid search orders and conversion year on year, both on brand and non brand campaigns. This has provided a successful revenue boost and a constant flow of new customers."