Client Summary
Tyres On The Drive came to Blueclaw in May 2013 as a dynamic start-up within the mobile tyre fitting space.
Backed by a fresh injection of venture capital, they were looking for an ambitious and performance-driven agency to match their growth targets and take on household names like Kwik Fit, Tesco and Tyre Shopper in an extremely competitive and expanding market.
Strategy Implementation
Blueclaw’s team of PPC experts started off by undertaking a full Efficiency Audit of the PPC campaigns, breaking the analysis down into six core areas and scoring the campaign accordingly to each category: Ad Extensions and Site Links, Bid Efficiency, Ad Copy and Multivariate testing, Account Settings and Targeting, Keywords and Account Structure and Budget.
This enabled the PPC Team to prioritise an optimisation schedule designed to improve the efficiency of the campaign and meet aggressive growth targets.
Work undertaken on the account included:
Keyword Expansion – targeting niche long-tailed keyword phrases focused on hundreds of location specific variations and specific tyre size keywords allowed us to reduce reliance on expensive “head” terms and tap into lower funnel opportunities with higher conversion rates and lower average CPCs, helping to improve conversion metrics on the site.
Ad Copy Testing and Seasonal Variations – ensured widespread and uniform testing of key value add statements and Calls to Action across high-trafficked Ad Groups, making decisions and adjustments in response to key account statistics. Blueclaw also focused on key seasonal events to create custom ads that increased relevancy and urgency amongst searchers; increasing Click Through Rates (CTRs) and driving conversions.
Ad Extensions and Site Links – with more vital ad real estate up for grabs and various site links and ad extensions working out a clear strategy here was essential to the success of the campaign. Advancements were made in customised Site Links at Ad Group level, Adding Site Link descriptions and testing smartphone specific Site Links. We were also able to make use of the new 3rd Party Review Extensions, adding another trust signal to our already strong Ad messaging.
Results
Blueclaw’s meticulous planning and creative approach to optimising PPC campaigns has helped Tyres on the Drive establish themselves as a genuine player within the online tyres market. The campaign also supported expansion into the Yorkshire region at the tail end of 2013 and will support the continued expansion to London and the South East later in 2014.
Some headline stats include:
NORTH WEST CAMPAIGN:
-38% increase in booked fittings within 3 month period
-67% increase in Conversion Rate in 4 months – 1.37% to 2.30%
- Booked Fittings – peak month saw 99.6% increase while still maintaining a Cost Per Conversion 8% lower than starting benchmark
BIRMINGHAM CAMPAIGN:
- Booked Fittings – peak month saw 282% increase from starting benchmark
- Cost per Conversion lowered by 34% in peak month and average of 26% over 10 months
- Conversion Rate increased by 87% from 0.97% to 1.82%
38% increase in booked fittings
87% increase in conversion rate
Join us
Follow us
Our Credentials
Our Voice