Stelrad's conversions double with our paid media strategy

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.

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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.

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
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The Strategy.

Following the initial strategy, we began to highlight areas of the campaign we would work on in priority order ranging from highest priory to lowest priority to provide us with the chance to pick up some initial traction whilst we continued to work across the different areas of the campaign.

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.
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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Being able to see our hard work become part of award-winning digital marketing campaigns is always a pleasure. It’s not why we do it, but it shows the world we can. We regularly are both nominated and awarded for our forward-thinking campaigns that the whole team has a part in achieving. We want to do the same for you.

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