SmartWool PPC Case Study
Overview
SmartWool's socks are made of the best fiber in the world for varying weather conditions, combining comfort and performance into one versatile package. SmartWool's Web site reflects their award winning socks for running, walking, hiking and just plain comfort. In order to increase sock sales, marketing brought in Anvil to research and manage PPC campaigns and increase ROI.
Objective
Anvil was tasked with two objectives. The primary objective was to create brand awareness and increasing traffic to the site, the secondary objective is to generate online orders.
Challenge
Anvil is working with a limited budget in which if left un-monitored is maximized before the end of the day.
Strategy
The overall strategy for increasing online orders and generating additional site traffic is to optimize paid listings. Anvil researched keywords and optimized ad text for PPC launch. Conversion tracking allows Anvil to monitor page load rate. Hourly reports allowed Anvil to assess what time of day sales dominated in order to best allocate budget.
Results
After three months of search engine marketing (SEM) activity, Anvil was able to generate the following results from PPC campaigns from October to December.
- Increased monthly PPC campaign sales amount by 89%
- Increased total monthly PPC campaign orders by 108%
- Decreased CPO, cost-per-order, from PPC campaigns by 51%
- Increased PPC campaign conversion rate by 66%
- Decreased PPC campaign cost-per-click (CPC) by 19 percent
- Generated a 500% increase in click-through-rate (CTR) for PPC campaigns
Anvil attributes this success primarily to the hourly traffic analysis. By monitoring and optimizing for top performance time break downs, Anvil was able to best focus this project for likely converting times and therefore converting a limited budget to a significant increase in total sales.
URL
SmartWool socks
