Space & Time has used the following skills/services in the project.
The brief
Cophall Parking Gatwick - with thirty years' experience in airport parking at Gatwick, their award-winning, family-run business provides a friendly service you can rely on every time.
The client had been running an account themselves for a while, but were upfront in saying that they did not feel it was being run effectively. They had no insight into how their advertising spend translated into sales, and had to estimate both their Conversion Rate and their Average Order Value. They had just parted ways with one of their resellers, so were experiencing a 15% loss in turnover.
Our solution
Firstly we linked their Adwords and Analytics accounts properly, and ensured that their eCommerce tracking system was properly implemented. This meant that for the first time in their history, they were able to see exactly what their Adwords spend was doing for them. A quick audit of their account highlighted poor implementation of match types and keywords/negatives in general - we sorted this out to make their keywords more targeted. Ad copy was poor from both a relevancy and a user-experience point of view, so we rewrote their ads with their help. This ensured that their USP’s were clearly highlighted and their company ethos was accurately represented. We also implemented all relevant ad extensions - Sitelinks, Call, Location and Review. We also managed to get them whitelisted for the then-beta Callout Extensions. This made their ad stand out from their competitors. Once some history built up, we were able to split their campaigns out further so that we could direct their budget towards the most profitable keywords, and refine their ads even more. We set up Remarketing audiences for them and demonstrated that Display Remarketing was worth utilising. We also implemented RLSA initially from a bid-only point of view, recently moving to a target and bid method in stand-alone campaigns. At the time of writing, we have just started testing Google Sponsored Promotions (GSP’S) for them, and are testing the GDN by targeting similar audiences to their converted list.
The results
Within the first month of our changes going live, we increased the account CTR by 10% - within four months, we had increased it by 32%. As we were able to report on ROAS, the client had a clear insight into how their Adwords spend was translating into sales. It is difficult to report on increases in ROAS as there was no historical data to compare it to - their prices also change seasonally. As the results were so good, they doubled their advertising budget within the first three months of our management, and continued to see the same return on ad spend. At the end of the calendar year, they reported back to us that they had received the most direct sales in their 30 year history, and more than made up for the 15% revenue loss caused by parting with a reseller.