BC Profiles – Case Study

Pay Per Click Management

BC Profiles is a family run business established in 1992 with head offices in Wakefield, West Yorkshire. Specialising in roofing and building supplies, BC Profiles were managing PPC campaigns in-house prior to engaging Acquiro Digital’s services.

The Initial Goal

The goal was to increase paid Google market share via search and shopping campaigns whilst maintaining a profitable cost to revenue ratio.

Getting Setup

Acquiro spent time redeveloping the google shopping campaigns to improve the quality of data submitted to Google, shopping campaigns were segmented as per the website hierarchy with a separate campaign developed to specifically target high priority products.

The search campaigns were optimised concurrently and mirrored the structure of the shopping campaigns.

Optimisation

Our team of analysts worked with the team at BC Profiles to build an attribution model which worked in harmony with other marketing channels; we established that high spend and frequent activity on Facebook correlated to a higher CTR and conversion rate on Google, at the time of setting up our attribution model, Facebook was a key channel in assisting conversions.

Once an attribution model had been set, Acquiro developed a stacked bidding model which programmatically managed keyword bids based on the given parameters.

 

The Results

  • Cost Pre-Acquiro 87% 87%
  • Acqurio Spend Increase 100% 100%

92.62%

Conversion Rate Increase

  • Conversion Rate Pre-Acquiro 8% 8%
  • Increased Conversion Rate 100% 100%

278%

Revenue Increase

  • Revenue Pre-Acquiro 3% 3%
  • Increased Revenue 100% 100%

Search Engine Optimisation

The Initial Goal

Organic revenue was only 12% of overall revenue with BC Profiles heavily reliant on the paid channel. We were given the target of increasing the percentage of organic revenue to 50% within a 12 month period.

Getting Setup

Our SEO team worked with the PPC department to identify the top search terms from paid search that generated the highest revenue and highest return on ad spend. These terms were used to create optimised page titles, header tags and internal links within the webpages of BC Profiles.

Optimisation

Our team of analysts worked with the team at BC Profiles to build an attribution model which worked in harmony with other marketing channels; we established that high spend and frequent activity on Facebook correlated to a higher CTR and conversion rate on Google, at the time of setting up our attribution model, Facebook was a key channel in assisting conversions.

Once an attribution model had been set, Acquiro developed a stacked bidding model which programmatically managed keyword bids based on the given parameters.

 

The Results

601%

Organic Visitation Increase

  • Organic Visitation Pre-Acqurio 9% 9%
  • Organic Visitation Increase 531% 531%

531%

Organic Revenue Increase

  • Organic Revenue Pre-Acqurio 13% 13%
  • Organic Revenue Increase 531% 531%

Organic conversion rate decreased due to the vast increase in non-branded search terms driving new visitors to the website.