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Guava has helped Fast Sytems with a PPC Campaign
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URL: http://www.fastpress.co.uk
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Key Industries:
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Key Sectors:
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Fast Systems
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The Situation
Fast Systems is a company that specialise in selling a range of specialist products in niche markets. Their products include the ScaleWatcher, Fast Press and the SuperSteamer. Fast Systems needed:
• To maximise sales from a limited volume market place whilst adhering to a strict Cost Per Acquisition (CPA)
• To run search campaigns closely integrated with their offline marketing, including television and press coverage.
Our Solution
GUAVA set up a bespoke campaign for each of the different Fast Systems products. Identification of keywords, especially the very specific way individuals search for specialist products, was extremely important to the early success of the campaign. Both long-tail terms and generics were researched and their performance tracked through to conversion to discover the optimum way to drive high quality traffic to the site.
The expertise of our PPC team in writing closely tailored creative, and identifying and removing irrelevant search queries, enabled us to place ads in key positions for relatively generic terms, increasing the sites exposure and driving more volume whilst still working to established CPA limits.
Working closely with the client, all of Fast Systems’ PPC campaigns were fully integrated to work alongside their other marketing projects. GUAVA supported product exposure on television shopping channels and the national press by carefully managing ad position within the bid landscape at times warranting high exposure, as well as reflecting key cross-channel messages and promotions through ad copy and a comprehensive brand campaign.
The Results
GUAVA successfully met the initial client objective by substantially increasing sales volume. PPC sales of the client’s ‘Super Steamer’ product have trebled since we took over the campaigns, for only a small increase in monthly spend. Continual optimisation of this campaign has enabled a relatively small one-product website to successfully compete in the bid landscape on generic terms, against household names like Comet and John Lewis.
In addition, with GUAVA onboard from the outset with a new product, the SnoreWizard, Fast Systems were able to successfully market a low retail price and margin product to a specialist audience, with PPC providing 65% of total online sales, at levels beyond client expectations.
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