increase of brochure
increase in conversion
from returning visitors
increase in direct sales
from E-commerce site
In our first stage of work with Cableaway, we wanted to quickly identify whether a Google search campaign was providing us with a profitable return in cost, clicks, visitors, and results.
We took a look at the data and analytics through our traffic audit, and discovered that our search campaigns were underperforming in generating large amounts of quality traffic to the website. – We boiled this down to the large amounts of competition, who were driving up the click costs.
he top 3 ranked ads on Google receive a total of 76% of available traffic. With a smaller budget, we weren’t in a position to pay more to acquire a visitor.
We also discovered that only 16 out of 300+ product pages were being visited – this was also due to limited visibility and awareness being generated from search ads.
Due to these discoveries, our efforts were directed at testing a new campaign type/traffic source, to improve on click through rate and conversions.
We weighed up various traffic options and campaign types, but it seemed that Google shopping was a clear winner, for these reasons.
After seeing the pro’s heavily outweigh the cons, we proceeded to shift majority of Cableaways traffic generation strategy over to Google shopping.
We decided to keep our top performing search campaigns active, to minimise the risk of this change.
We were able to secure a large portion (47%) of the total market share on Google shopping, and generate clicks for 3X less (35 cents) than the predicted average value of $1.
To sustain this initial growth, we placed Cableaway on our Traffic Growth Program. We continued to optimize our bidding strategy to focus on the product categories that were generating the highest ROI for the client.