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GGP 04 Apr 2016

74 COMMENT T&K PPC Campaign; August 2015 Google AdWords Spend: £1,010.78 Clicks: 2,426 Impressions: 1,706,700 Conversions: 6 www.ggpmag.com April 2016 And this is where PPC really does become something of a ‘dark art’. All ads get an ad rank from search engines. In the case of Google, this is worked out by how much someone is prepared to bid combined with its ‘quality score’. This will define how your ad performs but also critically how much you pay for it and subsequent clicks. “This is where it really does pay to know what you’re doing,” says John. “You could throw a stack of money at PPC – much more than your competitors – but still not see an effective return because your quality score is lower than theirs. It’s simply an opportunity to burn through your budget.” Google works out its quality score by looking at the relevance of keywords, the ad and URLs (web page address), plus user experience. For example, how many people are clicking through to it (your clickthrough rate), the quality and relevance of content on your landing page and the relevance of your ad text. “What we have learnt is that there are so many variables and things to consider. You only need to have one misaligned and you could end up paying much more than your competitors for ads that don’t work.” This is, to an extent, the very point of EVA or the Emplas Virtual Assistant. Launched in March, the online platform brings all of the learning T&K has gained as Emplas’ own ‘in-house retail business’ and distils it down into a single online resource. Put very simply, what Emplas learns from T&K, it shares with its trade customers. Accessed through a unique user ID and login, the EVA landing page is formed around a simple dashboard. There are quick links to ‘Your Leads’, an ‘Instant online Quote Builder’ and a link to the Emplas Portal, which allows customers to place orders and track deliveries on a drop down menu at the top of the platform plus a suite of 10 ‘clickable tiled ‘support options. These include options for a ‘New Website’, Quotation Software, emarketing, call tracking, ‘My Personal Assistant’, ‘Which’, SEO, T&Cs and DGCOS membership. Each lead generation and support activity is underwritten by examples of what the activity has delivered for T&K. Underpinned by ‘real world’ support, with options on their own assistant, who can support them in cleansing leads and setting up appointments, the service draws on what works and leaves what doesn’t to one side. This by default also includes what T&K has learnt about pay-per-click. Accessed from the main EVA dashboard, the new customer support tool features an introduction to PPC, how the Emplas support offer works and how strategic, targeted and managed campaigns, have delivered outputs for T&K. This includes a PPC campaign last August which, from a spend of £1,500 on Google Ad Words, Bing Ads and Facebook Ads, yielded 12 direct conversions and 117 conversions via the T&K website. “The keywords were right to drive engagement and the content was right which meant that the campaign was cost effective,” explains John. “We had something around 1.7m page impressions on Google alone. It was phenomenal. “The campaign was, however, the culmination of a huge amount of learning and a significant spend. EVA allows Emplas customers to short-cut that process and access immediately effective campaigns by tapping directly into that expertise.” Its carefully crafted marketing strategy meant that last year as a whole T&K achieved an enviable average lead conversion ratio of 56.3% based on 998 sales out of 1,773 appointments, with 25 leads still currently live. And EVA is peppered with ‘real life’ examples of what lead generation support now on offer to installers through Emplas, has delivered. “EVA allows Emplas customers to focus on what works and avoid the cost and pointless spend associated with what doesn’t because T&K has already laid the foundations,” says John. “This is perhaps most evident in PPC. “You have to do it in retail but keyword research, keyword organisation, refining ad text, optimising landing pages – identifying negative keywords that simply waste your budget. It all takes time and money. EVA cuts right through that to activity that delivers tangible results.” “The campaign was, however, the culmination of a huge amount of learning and a significant spend.” Bing Ads Spend: £170.41 Clicks: 104 Impressions: 37,213 Conversions: 4 Facebook Ads Spend: £300.73 Clicks: £1,463 Impressions: 41,096 Conversions: 2 Website analytics Visits: 4,324 Unique visits: 3,504 Conversions: 117


GGP 04 Apr 2016
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