JJB SPORTS How we increased the sports retailer’s paid search ROI by 230% in the first three months of managing the account and seamlessly aligned campaigns with their fast-moving online inventory
BACKGROUND Click Consult began managing JJB Sports’ paid search (PPC) campaigns in December 2009. Part of their brief was to work to a set ROI with their budget and also to avoid bidding on any brand key terms. This made performance metrics on ROI a challenge, but one that we were confident to take on.
WHAT WE DID
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PAID SEARCH (PPC)
HOW WE HELPED One of the biggest challenges was ensuring we didn’t waste budget by advertising products that were out of stock on JJB Sports’ website. Another challenge was managing additional product categories that were added to the site, so we set up an arrangement whereby new products were added to the campaign on notification. In order to maximise revenue and increase ROI, our strategy combined search funnels, keyword research, PPC, display campaigns and conversion rate optimisation (CRO).
T H E R E S U LT S One of the biggest challenges was ensuring we didn’t waste budget by advertising products that were out of stock on JJB Sports’ website. Another challenge was managing additional product categories that were added to the site, so we set up an arrangement whereby new products were added to the campaign on notification. In order to maximise revenue and increase ROI, our strategy combined search funnels, keyword research, PPC, display campaigns and conversion rate optimisation (CRO).
27.4% INCREASE IN CLICKS FROM ONLY 7.8% INCREASE IN SPEND
62.7%
100.39%
60.29%
INCREASE IN CTR THROUGH KEYWORD TARGETING
INCREASE IN REVENUE
INCREASE IN DIRECT TRAFFIC
39.76% INCREASE IN BRAND SEARCHES RESULTING IN ORGANIC TRAFFIC
Comparing performance in the first 3 months of Click taking over the account with the same 3 months in the previous year when JJB Sports was with a different agency, we delivered the following benefits:
www.click.co.uk
230%
40%
50%
INCREASE IN ROI
INCREASE IN REVENUE
REDUCTION IN COST PER CONVERSION
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