PPC Case Study - Fabric World
Fabric World are retailers of soft furnishing and curtain fabrics in Surrey and London for over 35 years. They also specialise in creating and making curtains and blinds and offer a bespoke interior design service. http://www.fabricworldlondon.co.uk
An agency had already set up a Google Adwords campaign for Fabric World, however it wasn’t performing well with limited exposure and high campaign costs. The previous agency hadn’t optimised the campaigns nor handed over the account in a professional way which meant that it wasn’t being managed and optimised to its highest potential. They also wanted to increase awareness and sales for their specialised interior design service.
We needed to increase visitors to their website and customers to their retail outlets by growing targeted search engine traffic.
Firstly, we analysed why the campaign wasn’t working effectively, and also invested time in understanding Fabric World as a business and its customers. We carried out comprehensive keyword and competitor research, resulting in a range of targeted keywords to drive traffic to their site, and a strategy to differentiate Fabric World from their competitors. We then developed highly focused and comprehensive campaigns including writing dozens of ads that promoted Fabric World and what they offered.
Fabric World has achieved solid website traffic growth of 15% since we started work on their campaign. The range of targeted keywords that we developed have significantly driven visits to their website and helped them to appear for ads whilst their cost per click (CPC) have risen only slightly combined with a more aggressive bidding strategy being implemented later in the campaign. Click through rate (CTR) has steadily grown to a peak of 4.45%.