- Commercial Director at CEF
As part of our multi-channel strategy, we recognised the need for a partner who could strategically and tactically support our requirement for rapid online growth. twentysix understood our objectives from the outset and have played a key part in driving the strong growth we’re experiencing – not only in the paid space but across our ecommerce platform as a whole.
DRIVING EFFECTIVE GROWTH THROUGH PAID SEARCH FOR CEF
CEF is the UK’s leading electrical distributor, with over 390 stores throughout the UK. CEF was looking for an agency to help create a roadmap for their paid digital activity and to drive revenue growth through PPC. After taking on and restructuring the account, we’ve driven strong and consistent profit on ad spend.
CEF required a digital agency to support with the optimisation of their paid activity, to drive traffic and to promote revenue growth.
The key challenge was to increase revenue across core areas: Google Shopping and text ad campaigns.
To be successful, we needed to understand the difference in profitability within the B2B market, and drive performance that aligned directly with business goals.
Our in-depth PPC audit identified the main areas of development right from the get-go.
We set out clear objectives alongside CEF to develop a strategy which would encourage revenue growth and profit. That strategy saw us expand the PPC account as we utilised our best practice methods of increasing inventory in order to attract more customers.
INCREASING QUALITY TRAFFIC
To improve the PPC performance we needed to increase the online audience pool. By combining our understanding of the PPC and wider digital landscape, we implemented best practice campaigns with highly relevant messaging to attract audiences who convert first time round.
IMPROVING PROFIT RETURN
Our approach saw us implement bidding and keyword level tracking methods to enhance our reach and reduce spend wastage. Utilising Search Ads 360 has proven that powerful bid automation can help influence the decisions we make across the account to ensure ongoing improvements to profit return can be measured successfully.
By restructuring the PPC account, we have been able to get in front of more quality customers who are ready to make the decision to purchase, which has driven increased profit return.
As we apply more inventory to PPC, we continue to gain more opportunities to go toe-to-toe with industry competitors such as Screwfix, Toolstation and many others.