Project Description

38% increase in CTR. 20% increase in clicks on the same budget. 29% increase in conversions!

Cycle Division was established in 2011 and offers customers the latest top of the range professional bikes and accessories. Specialising in custom builds, upgrades and high end cycle brands, such as Scott and Cannondale.

The Brief

Cycle Divisions brief to The PPC Works was to develop paid search campaigns that targeted audiences with both text and product listing Ads. Covering the full breadth of Cycle Division’s product inventory and seasonal product offers.

Cycle Division’s primary goal was to generate as many leads as possible, increasing their Return of Investment (ROI) and their overall revenue. They also wanted to deliver engaged and relevant traffic to the site, increasing brand awareness and promoting new cycle offers and sales each season.

Approach

Our approach began by developing a shopping campaign that concentrated on the entire Cycle division product inventory. We then created separate Ad groups that targeted all main Cycle Division brands, subdividing these into specific product items. This meant each product could then be set with its own individual bid amount.

We then created a more specific shopping campaign that targeted this seasons special offers. Setting up an Ad group that focused primarily on a specific Brand, subdividing this into individual product ID’s. All other products could then be excluded from this campaign, allowing the proposed budget to be used more efficiently.

After this we developed a search campaign with brand focused Ad groups and Ad text that directed searchers to the most relevant and suitable product landing pages.

Ad extensions and negative keywords were also used throughout the campaign to eliminate any irrelevant and unrelated clicks, thus increasing the click-through-rate (CTR) and improving the overall quality of the account.

Results

When comparing month over month (MOM) results we can see a 38% increase in (CTR), a 20% increase in clicks and an average cost-per-click (CPC) of 22p.

In addition to this, we saw an increase in monthly conversions of 29%.