Why Did Sales Soar with this Paid Search Campaign for DickiesStore?
DickiesStore.co.uk is the official online distributor of Dickies branded workwear and accessories in the UK. The Dickies brand has a rich history, established in 1922 as a small family run business evolving into a multinational corporation delivering a diverse range of quality workwear clothing.
With a large number of changes to all online marketing channels and in particular the Paid Search arena, we work relentlessly to make sure DickiesStore uses new tools to fully maximize their potential.
DickiesStore faces constant challenges and increasing competition to remain the leading workwear brand in the UK. One way DickiesStore does this is by keeping abreast of new technologies and applications within its marketing channels and advertising campaigns.
The huge increase in ROI was due to a combination of the following metrics:
We used data from multiple sources to kick an extremely fine-tuned Paid Search Campaign into gear – and we achieved great results with the strategy.
DickiesStore offered a distinctive and highly relative shopping experience with exclusive deals, promotions and competitions for its Paid Search visitors, increasing its Value-Per-Click significantly.
The impressive increase in sales was due to a complex combination of optimisations that we implemented towards the end of May which also took into account:
- Changes in seasonality & customer needs due to seasonality
- Integration with other forms of online/offline marketing
- Previous years search trends
- Special limited time offers by DickiesStore.co.uk
“We have been using MediaVision for our SEO & Digital Marketing for numerous years and this has always included PPC. Our paid advertising has always been strong, with a healthy ROI and well-managed campaigns & reporting and we thought we had hit our maximum potential from this source. However at the start of this year we had a meeting with MediaVision focused purely on paid advertising, which included brainstorming, budget setting & revenue goals for the year ahead.
MediaVision were very receptive to my challenge of smashing all records for revenue attributed to PPC whilst maintaining or improving ROI and sticking to set budgets – no easy task! I was delighted with the ideas that came from our meeting & felt positive that we were set for a strong year ahead. We have certainly not been disappointed – YTD our revenue from PPC is consistently and continually ahead of prior year’s performance, with spend currently at the same level as last year. We’re running multiple test campaigns simultaneously, which are well thought out and allow us to easily modify, suspend or expand upon as & when we see the need.
I’d have no hesitation in recommending MediaVision to anybody who wanted to improve their online position – they are a committed team, knowledgeable in the Digital world, whilst also understanding the needs & business goals of the brands & people behind the accounts they manage.”
Mark Tapper, General Manager at DickiesStore