Who are ScotlandShop?
ScotlandShop.com is a leading retailer of a large array of Scottish and tartan products, ranging from custom-made tartan clothing to tableware and soft furnishings. The traditional Scottish feel and the superior quality of their products has brought the company a steadfast customer base, not only in the UK but world-wide.
At the beginning of Q3 2012, we set out to push ScotlandShop’s seasoned but thriving PPC account even further. From the outset, our goals were to achieve more revenue and a significant hike in return on investment for ScotlandShop. Unsurprisingly perhaps, a good account is easier to improve than a bad one, so it was fortunate for us that we had had our hands on the account for some time by then.
One of ScotlandShop’s unique offers is its ability to serve customers who want to personalise products and garments in a tartan of their choice. However, while ScotlandShop’s customers are spoiled for choice, not many users specified the custom option and rarely searched for ‘custom tartan skirt’. We had to crunch the data to pinpoint the most searched-for products and phrases used by those who ended up wanting a custom product. By targeting keywords and tailoring ad copy based on this analysis, we were able to reach and specifically serve a niche market just waiting to be indulged.
By expanding more generic, top level and broader keyword areas, we were able to cast our net wide – not only nationwide but worldwide – meaning we were able to capture users early in the ‘umming and ahhing’ research phase. Studying the conversion paths of sales showed that these campaigns were integral to the early stages of the user’s purchase funnel. This data also gave us clues about which categories could benefit most from drilling down and refining of the ad groups we were using.
An ongoing process, we really put our back into it this time, and aligned all the search queries coming into the account with the most relevant ads. A lot of restructuring of campaigns, consolidating of ad groups and a lot of negative keywords allowed a web of ads to be built right across the product range, each steering the user to the product or tartan of their choice.
Over Q1-Q2 2013, the AdWords return on investment improved by 12% while revenue increased by 15% compared to the same period the previous year. This means ScotlandShop has continued to grow its customer base through paid search and is now paying less for each new sale, something they are delighted about.