Pay Per Click Case Study: Battery Station

"Prior to choosing Top Click Media, Battery Station had struggled to maintain a profitable PPC campaign. Other providers just couldn’t manage the same results. We now get traffic, conversions, and at the right ROI." Jamie Lupton - Managing Director, Battery Station

THE BRIEF pay per click

When Top Click Media began managing the Pay Per Click (PPC) campaign for Battery Station, we started by implementing a long-term strategy with the primary focus on improving sales and revenue figures.

It was important that we maintained the performance of individual keywords such as ‘battery’ and ‘batteries’ that were already appearing high positions; the objective was to then broaden the scope, by extending the number of keywords to include additional long tail words, and gain even more exposure, but at lower click costs.

THE EXECUTION pay per click

In order maximise the success of campaigns, first of all we set to work on the structure. As part of this process, we separated keywords into more detailed ad groups, and identified product specific queries, enabling us to work within separate budgets and retain more control over individual elements of the campaign.

The team at Top Click Media then reviewed all PPC settings and ensured that they had been applied correctly, in order to achieve the aim of increasing sales, revenue and ultimately profit.

Once we started seeing a higher level of conversions, the next phase included introducing conversion optimiser as part of the campaign, new ad texts were created and negative keywords incorporated at ad group level. With the implementation of strategic optimisation tools, we saw higher volumes of quality traffic, in turn bringing more relevant and targeted audiences to the page, with more sales generated for the client.

In addition to rolling out in-depth optimisation processes, Top Click Media added a separate mobile AdWords campaign to the Battery Station account, and implemented an advertising campaign on Yahoo and Bing, in order to reach an even wider range of targeted audiences.

THE RESULTS pay per click

All campaigns are proving to be profitable for the client, and thanks to the improved quality of the traffic that Top Click Media has helped to encourage to the Battery Station website, the client has seen revenue increases in comparison to sales, through their PPC campaign from last year, before engaging with Top Click Media.

By side stepping irrelevant traffic, and targeting better quality traffic to visit the site, Top Click Media has reduced the monthly click costs for the client by an average of 21%. At the same time, the average order value has seen an increase of 34%, proof that the quality of traffic has improved since reviewing and optimising the campaign. Thanks to lower costs, and an overall higher average order value, up to the end of Q3 of this year, the profit posted by the campaign has increased by 13%, when compared to the same period last year.

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