Case Study

Raru – Paid Search

Objectives

To increase brand awareness of the online store.
To drive registrations and sales.
To increase trust in the brand.

Strategy

As this is a new brand, we needed to keep costs low for the client while optimising ad spend efficiently. We used both the Google and Bing search engines and we employed a three-pronged strategy:

  • Effective ad copy
  • Intensive competitors research
  • Maximum cost-per-click Bids

Execution

The only way we were able to take on the established (big budget) online stores in SA, was to employ the following tactics:

  • Ad copy rotations for a better Click Through Rate
  • Rigorous competitor research, only serving our ads at #1 when Raru offered the best prices
  • Commercial keyword bidding to ensure commercial interest
  • Proactive negative keyword implementation
  • Show ads at very specific times to serve our ads based on several pre-determined metrics

Benchmarks

Global e-commerce Search CTR: 1.66%

Global e-commerce Search Conversion Rate: 1.91%

The numbers

Data range: 16 Nov 2015 -11 Nov 2016

Increased brands average position on Google Search at a CPC increase of only 5c

Increased consumer trust in the brand – CTR increase from 11,16% to 24,22%

Increase in Search impression share & sales

Client increased advertising spend by 22%

10.46%

Raru CTR

8 138

Total Conversions

1.91%

Global e-Commerce Benchmark Conversion Rate

7.95%

Conversion Rate

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