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Case Studies 408 Media | Sloane & Sons - Garden Benches
25% DROP IN COST OF SALE - SLOANE & SONS Case Study
Brief

We knew that this products marketplace is very competitive, as such we explored the visitor touchpoints from ad to website to help improve on the users conversion journey. With realised this campaign would need a keen focus on Search and Shopping – however the costs were very high. To make the most of the ad spend, we needed to make a quick impact across all searches, impressions with a main aim to lower the accounts cost of sale (COS) which was as high as 45%, in places.

Garden Benches needed this controlled, so we began reducing this along with hitting the other high targets required by the client.

The Strategy

After our initial research we found an opportunity in changing the accounts strategy and moved them over to the decay model, as their current strategy just was not working. We quickly implemented our new strategy which included;

  • Device based optimisation.
  • Discovered which keywords were generating the best revenue and which keywords needed to be removed.
  • Restructured the shopping campaign to improve the view points and improve the user journey via each product.
  • Maximised sales by tracking figures from offline & phone sales.
The Results

Compared to 2017 summer season, the strategy worked in the favour of Garden Benches and they saw an YOY growth with all other metrics in their favour:

  • Reduced overall PPC costs by 12%
  • Improved phone, offline sales via PPC which helped in bringing cost of sale to under 20%.
  • Improved ecommerce rate by 17%.
Brief

Knowing that this is a product that is going to have a high coemption in the market, we were looking to explore visitor touchpoints to improve on search conversion journey. With a keen focus on Search and Shopping – the costs were spiking high. To make the most of Ad spend, we needed to make an impact across all searches, impressions with a key focus on account’s cost% which was as high as 45%.

Garden Benches needed to control and as such tasked on reducing this going forward with further high targets in place.

The Strategy

We saw an opportunity as the account has moved to time decay model and we needed to make sure whichever strategy we take in place; we see the revenue growth across paid channel and cost% control across different paid search networks.

408 Media identified and rectified issues with various strategies in place such as:

Device based optimisation.

Calculated product to keyword profitability index and applied learnings to the campaign.

Restructured shopping campaigns to improve the view points and explore journey as per individual products in place

Maximised sales considering figures from offline & phone sales

With the time decay model in place, we want to assess the model to form a clearer view of entire customer journey – there by evaluating all online checkpoints. This allowed Garden Benches to increase its online visibility and engage potential travellers in their early online research moments.

The Results

Compared to 2017 summer season, the strategy worked in the favour of Garden Benches and they saw an YOY growth with all other metrics in their favour:

  • Reduced overall PPC costs by 12%
  • Improved phone, offline sales via PPC which helped in bringing cost of sale to under 20%.
  • Improved ecommerce rate by 17%.
408 Media Case Studies | Call Care - Intelligent Outsourcing Specialists
COST PER LEAD DROPPED BY 40% - Call Care Case Study
Brief

With expensive CPC’s in place and the pressure to hit high conversion rates, Callcare247 was looking for a partner who could help them achieve better results, by continuously driving lead quality up and cost per click (CPC’s) down.

With an average sale cycle of 3 to 6 months, quality was of more importance than quantity. The pressure was to get high number of leads at a capped budget.

The Strategy

With the industry being very expensive, the optimisations needed to be targeted, but make a quick impact across all campaigns.

We began working at the account level and then focussed on individual keywords. Some of the changes we made included:

  • Demographics bidding
  • Improvement in audience targeting
  • Device based optimisations across individual campaigns
  • Improvement by adding new keywords and introducing broader terms
  • Improving on quality of Adverts
  • Introducing and testing new landing page to improve Quality Scores
  • Corporate literature worked to match keyword relevancy to the website.
The Results

As a result of work done, improvements were shown everywhere

  • Quality scores increased by 70%
  • Conversions increased by 125% with a budget increase of just 44%
  • CPL decreased by 40%
  • Conversion rates increased by 60%
Brief

With expensive CPC’s in place and pressure to hit high conversion rates, Callcare247 was looking for a partner who can help them achieve better results by continuously driving lead quality up and CPC’s down. With an average sale cycle of 3 to 6 months, quality was more important over quantity. The pressure was to get high number of leads at a capped budget.

The Strategy

With already expensive industry, the optimisations needed were targeted but impact had to be across all places.

We began working on account level and then focussed us on keyword level:

  • Demographics bidding
  • Improvement in audience targeting
  • Device based optimisations across individual campaigns
  • Improvement by adding new keywords and introducing broader terms
  • Improving on quality of Adverts
  • Introducing and testing new landing page to improve Quality Scores
  • Corporate literature worked to match keyword relevancy to the website.
The Results

As a result of work done, improvements were shown everywhere

  • Quality scores increased by 70%
  • Conversions increased by 125% with a budget increase of just 44%
  • CPL decreased by 40%
  • Conversion rates increased by 60%
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