/ 01
/ The Client
Booths are a high-end supermarket operating in the north of the UK, and provide both a ‘Food To Order’ and ‘Click & Collect’ service online.
/ 02
/ The Goals
Objectives
Booths has an exceptionally busy seasonal period when approaching the festive season, utilising PPC as a marketing channel to promote their Food To Order and Click & Collect services.
Due to ads being live for a short window of time, getting the ads right and optimising daily is important to both drive the results that Booths want to see, and ensure that this is being achieved in the most cost-effective way possible.
With lower budgets in 2024, we focused on driving budget efficiency and getting the most out the allocated spend through creating a great foundation for the account, alongside daily optimisations.
/ 03
/ The Activity
Implementation
Working with branded search campaigns, we ensured campaign health through optimisations such as grouping similar keywords into the same ad groups, writing ad copy that was relevant to its keyword group, including USPs and clear CTAs, and monitor keyword performance to best control where spend was allocated. Setting up a solid foundation for the campaigns helped us to best reach our target audience and increase CVR by 38% YOY.
Optimising the account consistently and considering the ‘basics’ was key in this account’s strategy, and this involved using a combination of broad, phrase and exact keywords alongside a target CPA. We also ensured relevancy by adding negative keywords to refine traffic.
/ 04
/ The Results
Success
Despite a spend reduction of 29%, we drove a 38% increase in revenue and a huge 96% increase in ROI.
Additionally, though overall sales decreased, we saw a 70% increase in AOV YOY, indicating heightened audience intent through better quality traffic.
Here’s more on why and how PPC is best marketing channel to drive budget efficiency.
