Lucy Activewear PPC Case Study

Overview
lucy, a high-end women’s activewear manufacturer and retailer, operates more than 60 brick and mortar retail shops across the country and also conducts a high volume of sales via e-Commerce.  In a down economy lucy has been challenged with growing online sales especially during the holiday season.  Anvil was tasked with continuing to grow an established PPC account while concentrating on increasing conversion rate and decreasing costs.

Objective
Increase conversion rate while decreasing cost per conversion by finding creative ways to grow lucy’s PPC account.

Challenge
In a down economy and a competitive industry, increase conversion rate while decreasing cost.

Strategy
Anvil and lucy worked together to test new text ad creative messaging, in addition to growing product category coverage through keyword research and expansion. Landing pages were refined to better speak to lucy’s audiences in Search and to better position product in categories of focus.  All efforts throughout the year were focused on maximizing conversions and reducing costs for the 2009 holiday season.

Results
After focusing lucy’s messaging and concentrating on building lucy’s PPC campaigns while focusing on directly targeting the lucy customer, Anvil was able to generate the following results for lucy comparing 2008 to 2009:

• 97% increase in account click-through rate (CTR)

• 95%  increase in conversion rate
• 66% increase in paid online revenue from PPC while reducing cost per conversion by 45%

In addition lucy’s PPC holiday performance outperformed the previous year (comparing December 2008 to 2009):

• 168% increase in conversion rate
• 75% increase in online paid revenue which contributed to reducing cost per conversion by 62%

URL
Lucy Women’s Activewear