This company is an Ecommerce business selling landscaping and gardening products to the trade. Products are sourced from China, manufactured to the same standard as better-known UK competitors, and sold at much lower prices.
Their sector is dominated by well-known brands such as Wickes and Marshalls and other established UK manufacturers.
When we met them they had been trading for just a few months. Revenue was less than £4,000 per month with an average order value of £60. And with an average cost of sale approaching £60, it wasn’t profitable.
We were asked to help deliver a profitable business by summer. This is their peak season and was less than 6 months away.
Up to this point, the business had run their Google AdWords campaign in-house. Analytics goal tracking wasn’t correctly implemented, so they didn’t know which products were most profitable nor what source of website visitors was delivering the best ROI.
One of the first things we did was to set up Google Analytics goal tracking and full Ecommerce tracking. This meant the client could now accurately measure what was happening on their website.
We gradually introduced new AdWords functionality as it became available. This included:
(*RLSA is a feature that lets you customise your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they’re searching on Google.)
At the same time, average order value grew from £60 to over £120 and the cost of each sale was down from £60 to £20.
AdWords was the single largest source of website sales and also contributed to sales from other sources such as direct website visitors.
Revenue continued to grow every month, hitting £64,600 in the peak season month of July with more than £30,000 of that from AdWords.