CASE STUDY: Icebreaker Merino - Raising the bar
Provided by Performics
Icebreaker wanted to expand in European markets and it became clear that Performics needed to restructure the PPC account.
What was the Challenge / Background of the Campaign?
Icebreaker wanted to expand into European markets and it became clear that Performics needed to restructure the PPC account. Lowering our bids would more than likely put pressure on our average position and therefore CTR, delivering less traffic to the site. We had to consider other options and believed that our best course of action was to look at ways that we could improve keyword quality score through the use of creative, extension deployment and testing.
What was the Campaign Objective?
Deliver increased traffic - Optimise and refine the inherited PPC account to increase the levels of traffic, with a key focus on delivering high quality visitors who positively engage with the site.
Deliver cost efficiency - Minimise the impact of the hyper competitive market space and deliver improved CPC efficiency.
What was the Solution?
Through the application of best practice we created a structure that was very granular, thus improving quality score and ad relevancy. The extensive structure of the accounts also reflected the full Icebreaker product offering on the websites, ensuring we were maximising relevant traffic to the website.
Pulling insight from our experience in existing markets we developed strategic targeting and refined messaging, focusing strongly on Icebreaker's USPs of high performance premium quality merino. We identified the best converting messaging by testing different ad copy.
What were the Results?
Traffic increased by 30% while CTR increased by a massive 107%, demonstrating the significant increase in higher quality traffic. Low value impressions were reduced by 37%, dramatically improving the efficiency of click spend.
The account saw a 19% decrease in CPC due to higher quality scores that were gained through the improved ad relevancy to a more targeted audience. In this way, optimisation of spend and keyword efficiency saw the account's ROI increase by 19%.
Finally, a substantial 26% increase in revenue was achieved with a 32% increase in sales.
What were the Key Learnings of this Campaign?
The optimisation and performance of this market was considered a great success and Performics have now been tasked with expanding Icebreaker's presence throughout Europe.
From an initial base of two European markets, Icebreaker is now present in 10 European markets and plans to push even further based on the positive results that have been achieved.