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Johannesens Klädeshandel AB

Background

Johannesens Klädeshandel is a modern clothes shop that focuses on “sport couture”, with strong brand names both for work and leisure. Johannesens Klädeshandel engaged MediaAnalys to produce and administer sponsored links. MediaAnalys has been tasked with keeping a constant eye on the customer’s AdWords account, thus boosting the statistics and improving the effectiveness of the customer’s investment.

Johannesens Klädeshandel used to have its own AdWords account and took care of its own marketing using sponsored links. MediaAnalys was therefore tasked with improving the customer’s statistics and used various strategies in setting about this objective. One of the things this involved was to streamline the choice of keywords and, through various settings, to reduce the click costs for the top three positions.

Objectives

The AdWords campaign and marketing via sponsored links (PPC) strove to achieve the following target and results:

• To emphasise the relevant keywords with a high search frequency.
• To produce unique, tailor-made advertisements.
• To maximise visibility on Google with top three positions for keywords subject to severe competition.
• To raise the CTR (click-through-rate), which shows the ratio of the number of displays to the number of clicks, thus increasing the relevance of the click and the traffic.
• To increase the quality points of all advertisement groups in the campaign.
• To generate many – but mainly relevant – clicks which convert into customers, so as to streamline the investment in the service, and to reduce the amount paid for a click on the advertisement.

Implementation

• Analysis of the customer’s existing AdWords account in order to increase the understanding of the customer’s existing set-up for sponsored links.
• Keyword analysis to pick out the relevant keywords with a high search frequency.
• Competition analysis for increased understanding of the customer’s market and an insight into how the customer’s competitors make use of sponsored links.
• Target group analysis.
• Grouping of the keywords in advertisement groups and production of tailored advertisements in accordance with Google’s guidelines on the creation of sponsored links.
• Keyword settings so that advertisements will be displayed for searches with exact matching.
• Analysis of the website for appropriate subpages.
• Linking the unique advertisements to unique subpages in order to obtain relevance on keyword and advertisement text.
• Calculation of the initial CPC offer and daily budget.
• Application of time settings
• Deactivation of the content network so the advertisements are solely visible in the search network.
• Deactivation of customer’s previous AdWords account.
• Connection of the AdWords account to the customer’s Analytics account in order to be able to distinguish between organic traffic and traffic through sponsored links.
• Continuous adjustments and updating.

Results

• In the customer’s own AdWords account, the campaign generated 1,549 clicks on all keywords and 25,062 displays during the selected month. In the AdWords account created by MediaAnalys, the customer received 1,160 clicks for the campaign on all keywords and 3,821 displays. As MediaAnalys was working using more precise, specified keyword settings, the number of displays was cut down in order to ensure relevant displays. In turn, relevant displays have led to fewer clicks but also to relevant traffic visiting the customer’s website. Previously, the keyword settings were broad, which means that the sponsored links were seen in irrelevant contexts.
• The campaign’s click frequency (CTR), which previously had been at 6.18% (including the content network), has now increased to 30.36%. The click frequency of the keywords provides a good indication of how relevant to the user the keywords are, and how well the keywords are working. AdWords accounts with excessively low click frequencies show which advertisements and keywords are not generating particularly good results; these should be optimised.
• During the month on which this report is based, the customer had an average position of 1.1 on all keywords, a significant improvement as they had previously occupied an average position of 3.5.
• In order to show the reduction in click costs, one keyword from the campaign has been selected. Previously, the click cost for the word had been SEK 1.17 for a lower position, while the click cost now has gone down to SEK 0.97 for first place. As the AdWords account now has a higher CTR and quality points of 10/10, this will gradually lead to lower costs and the same high advertisement positions in the future, too.
• In order to show the reduction in click costs, one keyword from the campaign has been selected. Previously, the click cost for the word had been SEK 1.17 for a lower position, while the click cost now has gone down to SEK 0.97 for first place. As the AdWords account now has a higher CTR and quality points of 10/10, this will gradually lead to lower costs and the same high advertisement positions in the future, too.