Stelrad PPC Case Study, eCommerce PPC Case Studies

The Client.

Stelrad operate in a highly competitive industry and, whilst they are busy year-round, like to take advantage of the autumn and winter months. As heating specialists both supplying and manufacturing products, we had 2 x the opportunity to increase the visibility of the brand which already has credibility.

Results.

Hitting the ground running with Stelrad, we are thrilled to see our multi-service digital approach pushing the client towards an increase in online visibility and sales.

+138%

increase in paid traffic contribution to the site

+119%

increase in paid conversion rate

+132%

increase in paid conversion value

The Objectives

We structured the campaign in a way that would enable us speed up the progression of the activity we were carrying out across all channels to spend more time on the activities we knew may take longer to complete/implement. This provided us with the opportunity to capitalise on sales as the pace of the campaign began to increase.

01. Increase revenue contribution made from Google Ads

02. Double the paid conversion value of the PPC campaign

03. Improve the total paid traffic contribution to the website

The Strategy.

Following the initial strategy, we identified the low hanging fruit, cleared out the wastage spend and refined the targeted based on what would drive both volume of sales and profitability. We worked on the lower end of the funnel and progressively move up the funnel to help drive greater awareness and reach for Stelrad.

The Campaign.

We blended the data from GA and Google Ads to identify which products sell onsite vs. those with media spend vs. those which have converted in Google Ads. By doing so, we were able to better understand the top drivers by traffic and spend as well as where the opportunities lie and how we could reduce wastage. We then created a map of sales products by category to identify the quantity/revenue/traffic across different product ranges to understand where best to place bids and drive revenue. Creating a series of supplementary product feeds to customise Product Titles based on the most important keywords, we utilised additional feeds to omit products from the feed and update other attributes such as the product type and custom labels whilst utilising dynamic rules for new product custom labels. From the custom labels to break products into types, we analysed finishes and height/length to understand which specific variations have the most impact to tailor campaigns by product range with a greater propensity to convert.

+132%

increase in paid conversion value

"It’s great to be working with the Absolute Digital team. They’ve secured some excellent results so far, helping us progress as a business which is exactly what we wanted."

Chris Harvey

Head Of Marketing

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