PPC CASE STUDY - KIDICO
Project Overview
Company: Kidico
Project Duration: August 2022 – December 2022 (5 months)
Campaign Type: Google Paid Search Ads
Kidico is a South African eCommerce store that sells personalised products for kids.
Objectives
- To increase revenue.
Challenges
The PPC budget allocated to Kidico was considerably lower than what was suggested for achieving the best possible outcomes. This put Kidico in a challenging position when it came to competing with other brands that had more substantial PPC advertising budgets.
Furthermore, implementing a Google Ads strategy for Kidico proved to be complex due to the on-and-off pausing of their ads in the past. This inconsistent approach resulted in a loss of momentum and necessitated re-learning the most effective strategies for optimising ad performance.
Tools Used
- Google Analytics
- Google Ads
- Google Console
- GT Metrix
- SEMRush
- Ahrefs
- SimilarWeb
- Anyword AI
- Canva & Adobe Photoshop
- Google Meets
Solutions Implemented
- I conducted a comprehensive market research using SEMRush, Ahrefs, and Similar Web to analyse competitor bidding, ad style, and targeted keywords.
- I used targeted high search volumes and long tail keywords for driving website traffic.
- Frequently optimised the Ads – the ads were closely monitored and managed. The ad copy was constantly updated, A/B tested the different Ad groups, added negative keywords to stop irrelevant traffic from coming to the website and added new targeted keywords
- Optimised landing page load time and ensured mobile responsiveness. I also incorporated persuasive copywriting techniques on the landing pages content.
Results and Outcomes
AUG 2022 – DEC 2022 vs. MAR 2022 – JUL 2022
- From August 2022 to December 2022, the ads received 30,244 impressions. This number represents approximately one-third of the impressions they had in the previous five months. The decrease in impressions was due to budget limitations, which prevented us from reaching as many people as before.
- Despite the limited reach, the ads managed to generate 4,327 clicks, which was 92 fewer clicks compared to the previous period. The resulting click-through rate (CTR) was 14.27%, an increase of 9.53% compared to before. This indicates that although the audience size was smaller, the individuals we did reach were more engaged and responsive. This positive outcome can be attributed to the high quality of the ads and the optimisation strategies implemented in the campaign.
- The conversion rate experienced a substantial increase of 68.43%, reaching 4.82%.
- The main objective of the campaign, which was to increase website purchases, was successfully achieved. Over the course of the five-month period, we obtained 868 conversions, reflecting a remarkable 361% increase in transactions compared to the previous five months.
