Top tips for driving ROI focused sales through PPC by Tug
As an online retailer competing in a tight margin business, Truffle Shuffle approached Tug to manage their PPC advertising campaign with the aim of developing a more profitable and accountable marketing plan.
Tug developed an extensive PPC campaign on Google and Yahoo! using only very specific, product related keywords in hundreds of tight ad groups.
Specific, relevant ad creative was developed for every available t-shirt whilst PR efforts were coordinated weekly to test integrated ad creative.
Tug removed all broad keywords even if they could drive sales volume and concentrated only on keywords that convert under £5.25.
Tug used DART bid management software to set strict Position and ROI rules, capturing revenue and reporting weekly on profitability at the keyword level.
The campaign delivered a 3000% ROI, with the average PPC cost per sale totaling £1.25. In December 2007, Tug drove 2,605 sales – an average of 1.5 t-shirts per basket and the campaign continues to run, delivering 60% of Truffle Shuffle's sales.