Biddable Solutions

Swell UK

Our brief

SwellUK are one of the UK’s leading retailers of aquarium, pond and water gardening supplies. They came to us for specialist help with their Google Shopping and Google AdWords accounts.

They had been running their PPC campaigns inhouse with some success, but with over 5000 products to manage and growth targets to meet the task of managing and optimising the accounts was becoming difficult and not delivering the results they wanted.

How we helped

  • We analysed existing data and made bespoke recommendations on how to proceed
  • We applied best practise set up of Google AdWords and Google Shopping
  • We optimised their Google AdWords campaigns and Google Shopping feed
  • We built custom reports for greater visibility of what mattered
  • We perform day-to-day PPC management of all their campaigns

Results

We saw fantastic results straight away and the first quarter delivered a Year-On-Year revenue increase of 133%.

20% Revenue
Increase

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126% ROI
Iincrease
12% CPA
Ddecrease
78% CPQ
decrease
20% CPL
Decrease
150% CTR
Increase
12% Conversion
Increase
126% CPC
Decrease

Our strong relationship with the client and understanding of their business and products has meant we have continued to grow their online revenue whist maintaining their ROI targets.

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What we did

We started by analysing their existing campaign data. It became clear that they needed a very bespoke solution to achieve their goals. Pond supplies has a very different season to aquarium supplies and due to brand revenue containing both pond and aquarium sales there was a lack of transparency in how each was performing.

We separated these out into multiple AdWords accounts to separate the results clearly. Having the accounts structured like this has given SwellUK much better visibility on performance of each category and has helped them focus on certain product sets.

We rebuilt all their Shopping activity in line with our best practices and assisted with Shopping feed optimisation. Understanding the performance of each device (e.g. mobile, tablet, desktop) was key in developing a successful optimisation strategy.

We then built custom reports in Google Analytics to split brand revenue into pond and aquarium sales which allowed for an accurate ROI to be assigned to each category.

On a day-to-day basis we perform regular updates to their Google Shopping feed and Google Adwords accounts including updating shopping feed and pricing/seasonal offers, bid adjustments dealing with Google shopping feed queries, regular weekly reporting and much more.

We rebuilt all their Shopping activity in line with our best practices and assisted with Shopping feed optimisation. Understanding the performance of each device (e.g. mobile, tablet, desktop) was key in developing a successful optimisation strategy.

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