Long tail campaign success
Conversion rate increased by 107%
Dare 2b, a large ski & cycle wear retailer provide summer and winter sportswear for active people who need great value, functional clothing. Before engaging with Periscopix, Dare 2b had been working with another agency for over a year. After discussing our approach Dare 2b challenged their agency to find a way to squeeze more out of the campaign. Thankfully for us, they didn’t succeed.
The route to success
After analysis we concluded that the best strategy for this campaign was to go large. We built their PPC campaign out from a few hundred keywords to tens of thousands. This meant going all the way from the generic "ski-wear" terms right down to individual product level keywords like "men's thermal base layer". This long-tail, keyword rich approach would ensure that we targeted those users most predisposed to buy.
As we have found in the past, the key to making these types of pay per click campaigns work most efficiently is ensuring that each product or category keyword deep-links directly to the most relevant page on the site.
From a solid base, great results
By carrying out continuous and daily analysis of ad copy and keyword level bids we have been able to make substantial improvements to the performance of Dare 2b’s PPC campaign and online ROI.
The structure we adopted allowed us to increase their CTR by 388%, which is great for our quality score. Where it really mattered though, we made huge improvements to sales metrics:
- Conversion rate: 107% increase
- Monthly revenue: 56% increase
- Sales: up by 53%
- Cost per sale: down by 102%
Looking for similar results?
Get in touch with us today and we can review your current campaign, discuss a new approach and give you an honest appraisal as to whether we can acheive results like this for you.