Watches2U

PPC Case Study

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The Project

Watches2U approached us more than five years ago looking for a PPC agency to help drive their sales forward. The project was not only to help build brand sales across this & sister brands, but also to launch an international marketing campaign which allowed the brand to sell product in over 30 countries around the world. 

In addition to selling across over 30 international countries, we had a key focus on reducing overall CPA. In an industry which was continually driven by price competition, one of the main goals of the project was continue to push innovation as much as possible to ensure that we were keeping CPAs down & looking for ways to continually spend budget efficiently, while growing the campaign & also driving sales internationally.

We’ve worked with Watches2U for over five years to drive successful sales & revenue growth. 

 

Our Approach

Given the multi-national & multi-product approach that we needed to take for this brand, we chose to take a multi-faceted approach, this included:

API Campaign – Working to utilise an API campaign which was created to generate thousands of individual text ads at product level – optimising these to maximise our text ad efficiency & grow sales through this channel

Smart Shopping – Utilising Smart Shopping to grow & develop shopping campaigns both in the UK & internationally

Text Ads – Utilising text ads to build out further visibility for specific product ranges & also category groups

Remarketing – Using effective Dynamic Remarketing & Display Remarketing to ensure users remain in the funnel & also return to the funnel at different points within the journey.

Using a multi touchpoint approach we were able to grow & develop sales & visibility for the brand while continuing to develop users within the user journey. 

 

Key Areas

Custom Labels

Custom labels have played a pivotal role in enabling us to get the most out of our PPC campaigns – specifically utilising them together with the Smart Shopping algorithm to maximise Google’s machine learning & the results of this.

Utilising a custom label approach we worked to essentially build the products into “buckets” – each of these “buckets” would contain a specific characteristic i.e. margin, availability or exclusivity. By utilising this type of bucketing approach it allowed us to really hone in on the areas that we needed to focus on & also to maximise spend on the areas where we knew we would get the most effective return. 

API Campaign

The API campaign created as part of the PPC campaign allowed us to generate thousands of text ads which were highly optimised for individual products & also product models – ensuring that we were always close to the top of the results when users were searching – especially users who were at their highest intent (or towards the bottom of the funnel).

Utilising the API campaign effectively together with bidding strategies & implementation, we were able to drive sales of specific product types & ensure that we were at the forefront of users minds at the times when they were searching the most.   

The Results

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Countries Targeted
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Increase In Sales
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Testimonials

We have been working with Cedarwood for many years now. We have always found them to be knowledgeable & at the forefront of their industry. In a highly competitive industry we have maintained exceptional growth thanks to their expertise in digital marketing.

Our campaigns have been optimised to way outperform the market and are continually refreshed to adapt to all external factors. I have always found them to be honest & direct.

I would have no hesitation in recommending the team to anyone seeking digital marketing expertise.

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