“It was indeed a tough call to look to increase our investment with MediaVision as the 'credit crunch' loomed but given the implicit trust we have enjoyed for several years now, we signed off the incremental budget increases. The concept/brief was to mitigate our PPC spend in lieu of increased investment in SEO for a better ROI. Well . what can we say, other than, simply astonishing!
My only complaint is that they did not nag me harder a longer time ago. More seriously, we are profoundly grateful to Katia for the Account Management and notably Melissa for the superlative performance results achieved with PPC. Thomas and Louis head up a fantastic team who have become an intrinsic part of our successful operations. Indeed, with our Racing background, as I mused with Louis recently; if Dickies is our Lewis Hamilton and DickiesStore.co.uk is the McLaren, it is satisfying to know we have the grunt and the technical know-how of MediaVision behind us as our Mercedes. World Class!”
John Macknay, MD of DickiesStore
Background and Brief
DickiesStore.co.uk is the primary official distributor of the legendary Dickies Work Wear brand in the UK.
DickiesStore approached MediaVision in the second quarter of 2008 with bloated PPC campaigns that were internally managed. MediaVision was tasked with the goal of streamlining the current DickiesStore PPC campaigns as well as increasing the quality and quantity of organic search traffic reaching the DickiesStore website for both “Dickies” related phrases as well as more generic phrases such as “workwear” and “safety boots” etc.
July 2008 – November 2009
Organic traffic during September 2008 increased by over 30%, which is particularly significant considering it was only the 3rd month of the new SEO strategy; while return on investment increased from 1500% to a staggering 2131%. Revenue during the same period grew by 40%, fuelled by the 15% increase in conversion rates.
Over the next year, the tightened PPC control resulted in less budget wastage on protective ranges that they didn't stock, and as a result, the traffic increased by 16%. Due to better targeting and the site changes suggested for SEO, the conversion rate increased by 17%, creating a 40% increase in revenue from paid search.
DickiesStore was naturally pleased with the results and had built a great working relationship with MediaVision in a very short space of time.
However…In line with MediaVision’s approach to continuously improve upon what we’ve achieved, we were determined to find ways in which we could further improve the DickiesStore online marketing campaign in 2010.
Strategy for 2010
By the beginning of 2010, DickiesStore was dominating the SERPS for “Dickies” related keywords; an extremely competitive niche in which many suppliers of the Dickies brand are constantly competing for top rankings.
MediaVision’s goal in 2010 was to take DickiesStore from being a well known supplier of the Dickies work wear brand, to making them synonymous with the work wear industry in the UK by targeting more generic industry related keywords such as “work trousers” and “work shoes” and dominating the SERP’s for all related keywords.
Having almost reached a plateau for DickiesStore as far as branded traffic was concerned; our aim in 2010 was to take them from being a well known supplier of the Dickies work wear brand, to making them synonymous with the work wear industry in the UK by targeting non-branded keywords such as “work trousers” and “work shoes”.
Results
The results that have been achieved by targeting generic workwear industry related keywords in 2010 have been phenomenal.
Non-branded Traffic: November 2009 – November 2010
Year on year growth from November 2009 to November 2010 was excellent. Non branded traffic improved by an impressive 62.8% (illustrated below). Along with this improvement in non-branded traffic came an increase in revenue of 47% (from non-branded traffic only).
Whereas, at the beginning of 2009, DickiesStore were predominantly ranking for “Dickies” related phrases; at the end of 2010 they were ranking in the top 3 positions in Google for generic, non-branded phrases, such as “Workwear”, “Work trousers”, “Work shirts”, “Work boots” and many other similar phrases; making them the best ranked workwear provider in the UK.
Conclusion:
DickiesStore is no longer just supplying clothing to people seeking out the Dickies brand in search engines; they are now converting generic workwear browsers to the Dickies brand by dominating SERPs for related generic workwear keywords and phrases. By doing this, DickiesStore have experienced an expansion to their account without increasing their budget, resulting in a significant gain in ROI.