About the brand
One of the largest specialist Ford parts dealers in the UK.
They deliver new genuine Ford parts across UK & Europe. They currently have around 38,000 lines in stock to order online and delivered straight to the customer’s door.
The Brief: PPC
FordPartsUK approached Dentons Digital to audit and advise on their Google Ads campaigns including Search Ads, as they were very disappointed with their current agency’s results, as PPC revenue had fallen by 26% YOY.
What they needed was simple: an improvement in ROI and to demonstrate consistent revenue growth to move towards being a dominant force in the industry.
Using historical and analytical data, we set out to breath new life into the previous campaigns.
Each account, campaign and keyword was carefully audited including not only accessing the condition and performance of the existing accounts, but also benchmarking performance against key competitors. The audit produced a clear set of agreed action points to kick off the PPC management.
Our PPC team at Dentons Digital began with tightening up the structure and focussing our targeting on the terms we knew were highly likely to result in a sale.
We then started to build the account back up, building everything in an extremely tight structure that was conducive to improving quality score and increased relevancy between search term, keyword, ad, and landing page.
More importantly we restructured the campaign to increase profitability and decrease volatility and introduced custom Google shopping campaigns into the marketing mix.
We consistently saw a reduced cost per conversion and an increased total conversion value. This increased the overall ROI, which was aided by our strategic use of budget. With an average cost decreased, we were able to use our mathematical models to determine bid adjustments.