Terrys Fabrics is an online marketplace for textile fabrics, curtains, upholstery, soft furnishings, cushions and blinds. It has successfully grown from market stall beginnings to the established business it is today, with large stores in Stockport and Stoke-on-Trent. In 2008 they briefed Inside Online to provide a full technology solution.
We were tasked with reducing the cost per sale on paid search. We faced the challenge of improving existing campaigns, run by Kenshoo’s bid management software, that were deeply ingrained into the day-to-day running of the AdWords account. Paid search has always been an important channel to Terrys Fabrics, generating a large percentage of their overall revenue. As such, it was important to make fast, effective changes, and keep any risk attached to a minimum.
We initially researched the best technology which offered the features needed to provide the greatest return on investment possible for the client. The task of implementing changes and improving performance was sizeable, it was on an account with a great deal of history and consistency but needed to see growth and further increases in revenue.
We chose to switch the technology platform from Kenshoo to DC Storm. This allowed for deeper analysis of the account, and consequently, better automatic management of the features of AdWords. We were able to implement a number of key features for Terrys Fabrics, including stock level monitoring, ad text creation, dynamic ad parameters and dynamic keyword insertion. This allowed us to set more defined targets to more efficiently measure success and to have greater control over the finer parts of the account.
We produced a full audit of the AdWords campaign from its most granular level, to ascertain opportunities and areas for improvement. This was followed by a complete rethink of the AdWords approach applied. This involved a PPC expert using newly-implemented technology to improve the management of the account. We also provided an effective reporting solution, showing the metrics that matter, in an easily digestible report for the client.
By applying our expert PPC knowledge to the account, we were able to achieve some great results including a significant increase in conversion rate and quality score.