Children's Bed Shop...
Data-driven paid marketing strategy
The Challenge
Children’s Bed Shop wanted to improve the quality of traffic and volume of website transactions they were getting through paid search, particularly for product-based keywords.
With a large inventory of branded children’s bedroom furniture from British and European manufacturers, the Children’s Bed Shop was well-positioned to capture market share but was having difficulty getting driving sales.
The Business
Children’s Bed Shop is one of only a few children’s bed specialists in the UK, selling an extensive range of high-quality children’s beds and accessories.
Based in Tyne & Wear, the company operates out of a 45,000sq ft warehouse covering 95% of their UK deliveries themselves.
The company prides itself on offering a secure shopping experience coupled with a personal touch. As a Children’s Bed specialist, they also offer customers a wealth of in-depth knowledge to draw on to support their purchases.
Using data to drive and evolve the ad strategy
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Our Approach
Yoma created an eCommerce PPC strategy that would increase the company’s Return on Investment (ROI), year on year, whilst reducing the average Cost Per Acquisition (CPA).
After completing in-depth keyword research, the account and keyword portfolio was built.
After the first month, Yoma analyzed their data and optimized the PPC account accordingly. The team made significant improvements to the account structure as well as implementing additional campaigns, ad groups and new creative.
We also recommended and implemented a complementary channel using Google Shopping. Utilising these Google’s image-based ads, we were able to increase the visibility of Children’s Bed Shop’s products on the Google Search Network.
Shopping ads have the additional benefit of allowing an advertiser to appear more than once for a user, giving even more options for users to click through to a specific product page.
Yoma is a Google Premier Partner and certified Google Shopping Expert so we were able to draw directly on the Google team to support Children’s Bed Shop with the latest features.
After analysing the data, the shopping campaign results far outranked the keyword campaigns.
As a result, the team decided to expand the Shopping campaign and create several new campaigns related to specific brands, optimizing the product feed and implementing innovations.
The results
“Our business has worked in partnership with Yoma for over 10 years. They provide us with a range of expertise across ecommerce development, support & and digital marketing services, ensuring we perform in our increasingly competitive sector.
Regular support and communication is vital in our fast paced market and the responsiveness of the Yoma team and consultancy across our digital activity has been invaluable. Yoma is very much an extension of our inhouse team and works towards the same goals and KPI’s to drive growth.”
Mark Speight – General Manager Children’s Bedshop
