WorkwearHub

THE CLIENT

How our account managers boosted WorkwearHub’s AdWords performance

WorkwearHub sells a wide range of workwear and safety gear. Their high-quality products include safety boots, hi vis shirts, work pants, and accessories. Our team of Paid Media account managers have worked closely with WorkwearHub, going above and beyond to deliver the exceptional PPC results you’re reading about right now.

THE OBJECTIVES

WorkwearHub engaged us to boost the performance of their AdWords account and grow their revenue. The following goals were discussed with the client prior to launch:

• Grow number of sales generated from AdWords
• Increase return on investment within AdWords by improving cost efficiencies and reducing campaign CPA.

Achieving these objectives was not only a positive outcome from a PPC perspective – it also provided us with the bonus benefit of ensuring a smooth transition during the new website launch.

THE STRATEGY

After setting the goals of the activity, we completed a number of activities in order to improve paid media performance:

• Conducted an in-depth analysis of existing campaign targeting and performance, deciding an account rebuild was necessary.
• Rebuilt all existing search campaigns, added 8 new shopping campaigns, and optimised the existing shopping campaigns.
• Reviewed merchant centre issues and managed updates.
• Identified URL issues on the new site, outlining the required adjustments to improve conversion rate and repair organic ranking.
• Brought AdWords promotions into line with monthly marketing activity.

Conducted advanced bid and budget optimisation across campaigns and keywords, including day-parting bid adjustment, device-bidding adjustments, and geo-specific bid adjustments.

THE RESULTS

With ongoing optimisation across keywords, devices and geographic locations, along with the rebuild of all search campaigns and the optimisation of all shopping campaigns, Search Factory contributed to a significant improvement in revenue in the first 3 months of management (25% revenue increase compared to the previous 3 months). We also achieved our other objectives, delivering increased sales and improved return on investment through AdWords.

Meanwhile, a better cost efficiency during the same 3 month period (15% decrease in cost per conversion) positioned WorkwearHub well within the market.