Hawkin’s Bazaar is a novelty gift and toy chain with stores across the UK. As a magnet for kids (and parents, too) with shelves full of incredible stocking fillers and Christmas presents, the festive season is one of their busiest times. They asked up to oversee their PPC ecommerce campaigns and offer strategic direction to make sure every penny was working as hard as possible. The entire campaign ran for four months, gearing them up for a successful end to 2016.
The challenge was to increase revenue from last year while maintaining the same PPC budget and reducing the reliance on bidding on brand terms. Our first step was to take our own predictive modelling to identify KPIs and work to ROI from the outset. Our PPC team rolled out a plan using Channel Advisor to expand product listing ad campaigns. We then set up automated bid rules, which were based on the product’s profit margin – making sure we never overspent on lower value products. We categorised products into shopping campaigns by profit margin, and by price bracket at the ad group level. This allowed us to make tiny adjustments and gave us much better control over the account’s performance.
All our hard work paid off – literally. Hawkin’s Bazaar scooped up 22% more sales online (year-on-year) and we managed to reduce the reliance on branded search terms from 82% to 67%. By going deep during the strategy and planning stage, we even managed to reduce cannibalisation between organic and search terms. The 22% uplift in sales cost them only 1% more in PPC spend, increasing brand awareness and driving thousands of new visitors to the site during the busy Christmas period.
Further’s expertise in developing predictive and more commercially-focused PPC campaigns has made a real difference. On the one hand, they have succeeded in increasing revenues as planned, but most importantly, off the back of product-based rather than brand terms. – Gavin Aldred, Hawkin’s Bazaar