Running cost-effective generics campaigns (campaigns targeted at generic keywords) can be a difficult task, so in order to set up a best-in-class strategy, we sought to tailor generic keywords to the Laura Ashley brand and products.

THE OBJECTIVES

· Re-build all generics to attract better quality traffic

· Generate conversions through generics

· Achieve positive ROI

· Increase volume of new users to site

THE STRATEGY

We set up a two-pronged strategy which was more comprehensive and focused on the Laura Ashley brand in order to achieve our objectives:

· We developed a long-tail keyword strategy (removing any existing broad terms) based on core categories to focus on

· We ensured our keyword strategy was specific and aligned with the Laura Ashley brand, focusing on areas such as colour, pattern and materials linked to its product line

· We created tailored ad copies which were highly relevant to each product

· We utilised best practice data to develop an innovative approach to achieve a high Quality Score and to increase click-through rate

THE RESULTS

We achieved some fantastic results based on the ‘bedding’, ‘cushions’, ‘rugs’ and ‘throws’ categories:

· Last click ROAS went from -48% to 56%

· Clicks increased by 144%

· Average CPC decreased by 39.54%

· CTR increased by 701.50%

· Last click transactions increased by 113.92%

· Last click revenue increased by 350.92%

· New site visitors brought in through paid traffic increased by 16.13%