ESSENTIAL AYURVEDA PPC AND EMAIL

CASE STUDY

THE CHALLENGE:

Essential Ayurveda initially approached Peaky Digital for a PPC campaign only utilising the search network. After starting to see results, we then branched out to Google Shopping, the Display Network and email, which is where we really started to drive strong ROI.
The key objectives were:

  • Scale up spend significantly whilst improving ROI
  • Deliver large quantities of engaged traffic
  • Help Essential Ayurveda to hit overall revenue targets

 

THE STRATEGY:

When we took over Essential Ayurveda’s PPC account, we identified several issues which were hindering the brand’s performance. Namely, broad match keywords were eating up a large amount of the brand’s spend and driving very few conversions. We removed all broad match keywords and built out the account to include product ad groups.

In addition to this, individual ad groups were set up for each of the products sold via the online store. This meant that all queries, generic or highly specific, were met with relevant ads which directed the searcher to the most suitable landing page.

Once we started seeing returns from the Google search network, we expanded the campaign to Google Shopping. With the Merchant Feed robustly set up, we worked towards pulling Essential Ayurveda’s entire product range into the Shopping results.

This initial step had two goals in mind. On the one hand it allowed us to check that the Merchant Feed was generating search volume, and on the other it enabled us to gather insights into which product categories were generating the most quality clicks.

Based on the results attained, we refined the campaign and distributed the budget to accommodate the best performing areas.

THE RESULTS:

104%

Increase In PPC Conversion Rate

257%

Increase In Email Conversion Rate

152%

Increase In PPC Revenue

409%

Increase In Email Revenue

24%

Increase In PPC Traffic (with the same budget)

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