Case Study
The Challenge
AOK PAT Labels are one of the biggest suppliers of PAT testing labels in the UK. They have been specialising in the printing and supply of PAT testing labels since 1999, and to date have met the needs of more than 4,000 satisfied customers. AOK PAT Labels had been managing their PPC account in house for several years but were growing increasingly concerned regarding their return on investment.
The Situation
Nutpog was granted access to the client's PPC account in order to provide a free health check designed to identify problems within the PPC campaigns and recommend improvements that could be made to improve ROI. Based on feedback from the audit, AOK PAT Label appointed Nutpog to manage their PPC account as of February 2011 with the twin aims of delivering increased online sales at a lower cost per sale.
The Solution
New campaigns were created for each product category in order to maximise keyword and ad text relevancy. For example one campaign was used to protect the AOK PAT Label brand whilst another targeted users searching for competing companies. Keyword negatives and match type optimisation were utilised to filter out irrelevant search terms and improve traffic quality. Advanced keyword bidding was introduced to extend reach for top performing keywords whilst maximum CPCs were reduced for poor performers to save on client costs and increase ROI. In addition, ad extensions were also rolled out across all campaigns to maximise ad exposure.
The Results
Comparing performance from February 2011 to last month showed a 75% increase in online sales from PPC. Over the same period there was also 83% reduction in the cost per sale. Happy days!
