PPC CASE STUDY - EARTHLY SENT
Project Overview
Company: Earthly Sent
Project Duration: Jan 2021 – Nov 2021 (11 months)
Campaign Type: Google Paid Search Ads
Earthly Sent is a South African eCommerce store that sells organic skincare products handmade in Ghana and in South Africa.
Objectives
- Get website traffic and enhance brand visibility.
- To increase online revenue.
Challenges
When I joined the company, the brand was relatively new and had a basic landing page showcasing their products. Recognising the need for growth and expansion, our objectives were twofold.
The primary focus was on rebuilding the website to establish a functional eCommerce platform. This was crucial for implementing effective Pay-Per-Click (PPC) advertising strategies to boost brand visibility. Our ultimate objective was to drive sales through website purchases, leveraging the power of targeted PPC campaigns.
Tools Used
- Google Analytics
- Google Ads
- Google Console
- GT Metrix
- Pingdom
- SEMRush
- SpyFu
- KW Finder
- Optmyzr
- Canva & Adobe Photoshop
- Google Meets, Trello and Slack
Solutions Implemented
- I started by building a WordPress and WooCommerce website that prioritised a seamless user experience, especially for mobile devices, which drive the majority of traffic for eCommerce sites.
- Next, I implemented both on-page and off-page SEO optimisations. This involved analysing our competitors’ keywords, examining their referring domains, and mapping out our own keywords using tools like SEMRush. By gathering relevant and improved keywords, we were able to optimise our website content and use them effectively in Google’s PPC campaigns.
- Extensive market research was conducted to gain insights into our competitors’ bidding strategies, ad styles, and relevant keywords. This allowed us to identify the best approach for targeting our audience effectively.
- To ensure our ads reached the right people at the right time, I employed advanced retargeting techniques. This enabled us to display our ads to individuals who had shown previous interest in our products or services.
- Regularly monitoring and managing our ads was a priority. We frequently updated our ad copy, performed A/B testing across different ad groups, utilised negative keywords to exclude terms with informational intent, and continuously added new keywords to maximise our reach and relevance.
Results and Outcomes
Jan 2021 – Nov 2021
- The implementation of a mobile-responsive website with excellent user experience proved to be highly successful. Throughout the period from January 2021 to November 2021, this resulted in a total of 768 conversions, averaging around 69 conversions per month from PPC campaigns.
- Moreover, the conversion rate saw a substantial improvement of 16.33%, reaching an impressive 4.47%. These achievements signify the positive impact of the optimised website on driving conversions and ultimately contributing to the brand’s success.
