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World of Books approached us in 2017 with huge growth aspirations and a complex challenge to launch, manage and scale their PPC spend for 3 brands.
Our challenge was to design, manage and scale a Paid Search strategy that returned an average ROI of 400% (or 19% of product revenue) across an ever-changing inventory of 3 million low cost products.
We decided to focus on Google Shopping where we felt the majority of the client’s spend should be invested as cost-per-clicks were low, customer intent to buy was high, and we could run the entire product inventory through the Shopping feed.
Needless to say, running a PPC account on this scale, with such a dynamic inventory of products where prices, stock levels and product details could change up to 12 times per day was a huge challenge.
That’s why we segmented the feed into multiple price brackets, and used rule-based automation to help us manage our complex bidding strategies across such a large and dynamic inventory of products.
Since launching World of Books UK across both the Google and Bing Ad networks, we’ve seen huge results from our PPC management activity.
Our diligent approach to audience targeting helped it exceed all industry and sector benchmarks for engagement, showing World of Books the real value of their Paid Search budget.
World of Books have since launched into 3 new countries; Australia, Ireland and most recently the US with Paid Search leading the way.
We are specialists. We don’t try to be everything to everyone. Instead, we focus on delivering our core specialties where we can have the biggest impact.
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