Project Description

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D Store Manchester offering Motorcycle clothing and accessories both in-store and on-line

841% Increase in CTR and 400% Increase in Conversions for the D-Store in Manchester!

The flagship store Dainese Manchester is one of the UK’s largest Dainese stores, carrying a huge range of Dainese leather goods, including motorcycle jackets and helmets. Opening their doors in 2005, Dainese Manchester quickly became one of the leading motorcycle clothing stores within the UK.

The Brief

The Dainese Manchester Brief to The PPC Works was to create a paid search campaign that focused on branded Dainese motorcycle clothing and branded motorcycle helmets. Driving new customers and traffic to the site, generating product sells and increasing brand awareness across all search network sites.

Dainese Manchester ultimately wanted to expand their online customer base and increase their overall Return of Investment (ROI) and revenue.

Approach

Working with a strict budget our approach consisted of developing paid search campaigns that focusing predominantly on branded Dainese products and their current motorcycle helmet brands. We created individual campaigns and Ad groups with specific product branded keywords and relevant Ad text, this meant all search queries were directed to the most suitable landing page, therefore increasing the campaign’s quality.

casco-arai-axces-2-asteroid-rWe also ensured all campaigns and Ad groups were mobile, desktop and device enabled, this allowed a wider audience throughout the UK to be reached. Negative keywords, Ad extensions and Individual keyword bidding were also used within each Ad group improving each campaigns quality and increasing their month over month click-through-rate (CTR).

The PPC Works also ensured that each campaign and Ad group was thoroughly updated and adjusted on a regular basis as new products and offers became available.

Results

When comparing year over year (YOY) results we can see a huge improvement in CTR, a decrease in cost-per-click (CPC) and therefore overall spend and an increase in online conversions.

  • 841% Increase in CTR
  • 400% Increase in conversions
  • 14% Decrease in CPC
  • 33% Decrease in Spend

“The PPC Works have given us a superb return on our ad spend. We make good sales from PPC and can increase our spend with confidence knowing we can either push a new product line or clear stock. Highly recommended”. Chris Day, Marketing Manager, Moto Direct Ltd.

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