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Tesco Photo

We increased Tesco Photo's ROI from PPC by 370%. How did we do it?

This is how we did it...

  • We delivered more relevant traffic with higher commercial intent and viability resulted in a 123.21% increase in Conversion Rate.
  • We made our campaign structure tightly themed and using highly relevant ad text resulted in a positive reduction of 17.73% in Cost Per Click.
  • We improved the CPC and increasing the commercial intent of the traffic resulted in a 63.14% decrease in the Cost Per Conversion (CPA).
  • We generated conversions which had an 8.88% higher average order value meant that not only was it costing less to generate conversions due to a lower CPA, but the value of those conversions was even higher than before.
All data in this case study is for the period of September 2016 to April 2017, compared to September 2015 to April 2016.

So, how exactly did we do it?

We took a highly-refined approach which focussed on driving PPC sales from the most competitively priced products, and reducing wasted spend in areas which had not proven successful historically. 

Only standard text search ads were running when we inherited the Tesco Photo PPC account. Over the following months, we introduced several new ad formats to maximise the real estate they owned on the search results page, and increase the ways we could reach potential customers. This included:     

  • Google Search Ads   
  • Google Shopping Ads (PLAs)    
  • Dynamic Remarketing 

This case study explains a little bit about how we leveraged these formats, and ultimately how we generated fantastic improvements for the brand’s PPC performance.

Google Search Ads

Our approach to AdWords search ads involved detailed campaign restructures and using audience data to make ads as relevant and personal as possible.

We restructured the existing search campaigns to allow for very tightly themed ad groups, which allowed us to create incredibly relevant ad text for the keywords in each ad group. As a result, ads were hyper-relevant to the search queries users were typing into Google. This meant that Click Through Rates positively soared, and the result was higher Quality Scores and a positively lower Cost Per Click. This in turn, allowed us to reduce the Cost Per Conversion in many cases, whilst also increasing the Conversion Rate of the search campaigns.

Audience targeting was layered onto our search campaigns, so that we could set customised bids depending on the searcher’s previous interactions with the Tesco Photo website. For example, we might increase bids if the user has historically made purchases of a higher-than-average order value.

AdWords IF functions were used to customise ad text, so that if the user searching was someone who had recently abandoned the checkout process, the ad text they saw would be different from standard ads and include an incentive to complete their purchase.

Google Shopping Ads

Feed optimisation and campaign structure were the keys to Google Shopping success.  We optimised the titles and descriptions within the Google Merchant Centre feed based on detailed keyword research, and ensured all possible data fields were populated.  The campaign structure we used separated high and low value products to allow different budgets to be set for each. The campaigns themselves were structured to allow different bids to be set, in order to generate an effective cost per conversion and ROI results.

Dynamic Remarketing

Dynamic Remarketing utilised the highly-optimised Google Shopping feed to show display ads to users as they browsed other websites. These ads featured the exact products that those users had been browsing whilst on the Tesco Photo website, which made them highly relevant.

Working with Etch has provided a refreshingly positive approach to our PPC campaigns. The team at Etch have worked closely with us as colleagues and imaginatively managed our budget to deliver improved return on investment.

0a2ffc6.jpg Kevin Martin Online Director at Timpson