Monarch Mobility is one of the UK’s leading suppliers of mobility equipment, but their PPC account wasn’t doing the business justice. When we took on Monarch’s paid activity, our aims were simple: to reduce the wastage that comes with putting the right ads in front of the wrong people, to drive more relevant users to their site, and ultimately to increase conversions.
INCREASE IN CUSTOMER CALLS
FROM PPC ADS
INCREASE IN WEBSITE
VISITS FROM TABLETS
We have many tricks up our sleeves when it comes to helping PPC perform better, and we rolled out plenty of them for Monarch. As well as all our usual, efficiency-boosting tactics – such as trawling through search term reports and carrying out detailed keyword-level analysis – we also made use of scheduling and demographic bid adjustments to make sure our ads started appearing at the optimum times of day and in front of the users who were most likely to convert. We also tailored the account so that more ads were shown to tablet users, as our research had shown the ‘grey market’ was adopting these devices at a fast rate.
Our comprehensive restructuring of Monarch’s PPC account soon started reaping rewards, with every key metric seeing positive changes. A few year-on-year highlights included a 51% increase in customer calls from ads, a reduction in CPCs, increased impression share, and greater overall traffic (helped by a 10% rise in visits from tablets) - and all this against the backdrop of a smaller budget!