Our primary objectives for this client were to drive revenue growth while maintaining a positive Return on Ad Spend (ROAS). Additionally, we aimed to ensure that our client, as a business, could thrive and maintain its market leadership amidst the shift of consumers from the high street to eCommerce.
Our client is a mail-order business with 30 years of experience that offers top-notch apparel and home goods at fantastic pricing. They are pleased that some of their original clients are still making purchases 30 years later because they place their customer base at the center of their business strategy.
With extensive selections of apparel for both men and women, as well as the more recent addition of furniture for the house and garden, our client is a business that adapts to the demands and preferences of its clientele, frequently introducing new ranges at their clients' requests.
Our client's task was to capitalize on its success in 2020 as more people moved their business online due to the COVID pandemic. However, they knew there was still a lot of room for growth in paid search, so the difficulty was finding a lucrative approach to reach these new clients in a field that was getting increasingly crowded.
To capitalize on more queries and drive additional traffic to the client's website, we chose to deploy broad-match keywords in their account. Smaller campaigns were first launched and watched closely for two weeks. Results showed an instant increase in conversions at a healthy ROAS. After the initial success, our client added broad match campaigns to their primary campaigns, and once more, the outcomes produced quick results.
Boosting the online presence and the brand recognition allowed our client to impressively increase their client base interest and attract more potential customers resulting in a sizable improvement in both the site's and company's performance with moderate effort allowing for solid potential further growth on a well-optimized current platform.
Since the implementation of broad match keywords, our client has witnessed a remarkable 47% increase in year-over-year (YoY) transactions. Furthermore, their average order value has seen a significant 9% increase as they successfully attract new customers through their generic campaigns. Importantly, these statistics are supported by a substantial 62% growth in new customer revenue, indicating that a consistent ROAS was maintained alongside this impressive growth.
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