Case Study: How We Slashed CPC by Over 50% for an Office Furniture E-commerce Store

Introduction

In the dynamic world of digital marketing, the cost-efficiency of pay-per-click (PPC) campaigns is pivotal for the success of e-commerce businesses. Our agency recently undertook a challenging yet rewarding project for an online office furniture store. The goal was clear: to drastically reduce their Google Ads Cost Per Click (CPC) while maintaining, or even improving, the quality of traffic. This blog post outlines our strategic approach and the impressive results achieved.

The Challenge

Our client, a prominent e-commerce store specializing in office furniture, faced a pressing issue: their CPC on Google Ads was alarmingly high at £1.55. This steep cost was not only draining their advertising budget but also hampering their ability to compete effectively in the market. Our mission was to optimize their PPC campaigns to lower the CPC significantly.

Our Strategy

1. Keyword Matching Correction

We started by analyzing their existing keyword strategy. Our team discovered several mismatches and irrelevant keywords drawing unnecessary costs. By employing more precise keyword matching techniques, we refined their keyword list to target the most relevant and cost-effective searches.

2. Eliminating High Bounce Rate Keywords

Using advanced analytics, we identified keywords that were generating clicks but had a high bounce rate. These were either too vague or not directly related to the specific office furniture our client offered. Removing these keywords was crucial in reducing wasted expenditure.

3. Research and Addition of New Keywords

Our next step involved in-depth market and keyword research. We unearthed new, highly relevant keywords with lower competition and higher potential for conversion. These fresh keywords were more aligned with the specific products and value propositions of our client’s store.

4. Optimization of Ad Copy

We revamped the ad copy to make it more engaging and relevant to the target audience. This involved A/B testing different versions to identify which resonated best with potential customers. The optimized ad copy resulted in higher click-through rates (CTR) and better quality scores, which further contributed to reducing the CPC.

The Results

The outcome of our strategic overhaul was nothing short of remarkable. Within just a few months, we witnessed a significant decrease in the CPC for our client’s Google Ads campaigns. The cost plummeted from a hefty £1.55 to £0.70, marking an impressive reduction of 55%. This dramatic decrease in CPC not only translated into substantial cost savings for our client but also allowed for a more efficient allocation of their advertising budget.

Key Achievements

Increased Ad Efficiency: By targeting more relevant keywords and optimizing ad copy, the ads became more effective, attracting quality traffic at a lower cost.

Improved Budget Allocation: The savings achieved from the reduced CPC enabled our client to reinvest in other areas of digital marketing, further enhancing their overall online presence.

Enhanced Competitive Edge: With a more cost-effective PPC strategy, our client could compete more aggressively in the highly competitive office furniture market.

Conclusion

This case study exemplifies the profound impact of intelligent PPC management in the world of e-commerce. By meticulously correcting keyword matching, removing underperforming keywords, introducing new, optimized keywords, and refining ad copy, we were able to significantly lower the CPC for our client’s Google Ads campaigns.

At our digital marketing agency, we pride ourselves on delivering tangible results that not only meet but exceed our clients’ expectations. This project with the office furniture e-commerce store is a testament to our expertise and commitment to driving success through strategic digital marketing solutions.

For businesses looking to optimize their PPC campaigns and achieve similar results, we invite you to get in touch with us. Let’s transform your digital marketing strategy and propel your e-commerce business to new heights.

Contact us now