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.

Results

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.

Site-wide results

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