Overview
Lucy, a high-end women’s activewear manufacturer and retailer, operates more than 50 brick and mortar retail shops across the country and also conducts a high volume of sales via e-Commerce. Having launched pay-per-click (PPC) advertising campaigns in-house, Lucy elected to turn over management of their online advertising efforts to Anvil. Anvil was tasked with re-vamping the campaigns and increasing their efficiency and return-on-investment (ROI).
Objective
Anvil’s overall objective was to improve the effectiveness and efficiency of PPC for Lucy while increasing total revenue and improving return-on-ad-spend (ROAS).
Challenge
A very niche yet competitive marketplace required Anvil to narrow the scope of the campaigns; correspondingly, the client’s goal was to drive an increase in sales volume and revenue.
Strategy
Anvil’s strategy was to eliminate inefficient keywords; re-focus campaigns, keywords and ad text to reach the target market. Additionally, Anvil helped Implement new ROI tracking methods to increase management efficiency and quantify return on investment.
Results
After a few months of active PPC management, Anvil was able to generate the following results for Lucy:
- 560% increase in campaign click-through rate (CTR)
- 61% increase in ROAS % from PPC
- 34% increase in click-to-conversion-rate
- 9% increase in overall online revenue from PPC while reducing total PPC ad costs by 33%
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