£210,682 Revenue Increase in 6 Months
The Holistic PPC Strategy that Helped to Grow London Encaustic
Artisanal bathtub and tile manufacturer sees PPC ROI increase by 34% and Return-On-Ad-Spend (ROAS) grow from £10,418 to £220,100 over the last 6 months versus the previous 6 months
Under the new management of our agency Trafiki Ecommerce Marketing, all e-commerce KPIs for London Encaustic improved dramatically from May 2020 to November 2020 vs. October 2019 to April 2020. What’s more, PPC performance in November 2020 saw ROI up by 101% when compared to their previous agency’s performance in their final month of management. Return-On-Ad-Spend totalled £62,443 last month vs. £2,071 under previous management.
About London Encaustic
London Encaustic prides themselves on their knowledge of products, customer service and knowing that every product supplied has been made by hand, by artisan designers using techniques that have hardly changed over 100s of years. Their product range includes handmade encaustic and zellige tiles and an array of luxurious copper and brass baths.
The perfect products for a growing audience that demands innovative and bespoke interior design
With interest for home improvements and DIY reaching a new level during the lockdown period, we knew that we had to serve the right ads to the right audience. With such a beautiful range of products, we knew that an increase in online exposure could only result in more sales and revenue.
When we initially carried out an audit on London Encaustic’s Google account, we were surprised to find that key campaign types, such as Shopping and Smart Shopping, had been overlooked by their previous agency, as had Microsoft Advertising (Bing Ads) setup. After identifying areas of wasted spend, such as poor broad-matching keywords and lacklustre ad copy, we proposed an e-commerce prioritised strategy. We devised a Shopping campaign build-out with a bespoke feed, using our feed attribute optimisation for improved search term-to-product result matching. As London Encaustic’s tiles and baths are highly visual, a ‘you don’t know you need it until you see it’ product for some, a Smart Display campaign was launched to increase interest and generate more upper-funnel activity.
The below results are PPC last-click attribution only over 6 months (May to November 2020):
- Sales: 244
- Revenue: £270,200
- Cost: £49,100
- ROAS (Return-on-Ad-Spend): £220,100
- ROI: £6
PPC halo effect results in dramatic increases in traffic, sales and revenue
Marketing efforts across other channels remained consistent throughout our period of management. With low and controlled levels of marketing elsewhere, we managed to considerably help to boost traffic via non-paid channels: Direct, Organic and Referral.
May to November 2020 vs. previous period October 2019 to April 2020.
Halo effect of Trafiki E-commerce Marketing’s PPC efforts: massive uplift in traffic, sales and revenue over 6 months
- Created a Microsoft Advertising account and Merchant Center.
- Created a bespoke Shopping feed using optimised product attributes for all products. This led to Shopping ads appearing in top spaces.
- Grouped products into several Smart Shopping campaigns: Encaustic Tiles, Zellige Tiles, Copper Baths and Brass Baths.
- Built-out new Search campaigns using historically top-performing keywords, newly identified keywords and added highly relevant Responsive Search Ads (RSAs) and Expanded Text Ads (ETAs) to promote high Quality Score and lowered CPCs.
- Launched new Smart Display campaigns to increase branding and awareness and drive more upper-funnel marketing activity.
- Suggested improvements to product pages such as more user-friendly product information, better Call-To-Actions (CTAs) and a pre-order option for out-of-stock products.
Since Trafiki E-commerce Marketing took over full management of London Encaustic’s Tiles and Baths accounts in 2020, revenue has grown noticeably month-on-month
1 full year of increasing revenue for our client as visible in their Google Analytics account
Are you reaching your full e-commerce potential?
We have performed audits for a number of online retailers, from small-sized, newly launched companies to established and high-spending e-commerce giants. We always find areas to whittle down spend inefficiencies and improve ROI, and especially love a challenging product-portfolio with millions of SKUs!
If you feel that your e-commerce company is destined for far greater marketing things, including a much higher ROI, then get in touch with us by booking a free 30-minute discovery call or by calling us on UK +44(0)203 411 2680