Dickies Store's search engine marketing continues to go from strength to strength
DickiesStore.co.uk, the primary official distributor of the legendary Dickies work wear in the UK, has seen their ROI from search marketing jump sharply since increasing their SEO spend and managing their PPC budget more effectively.
DickiesStore approached MediaVision in the second quarter of 2008 with bloated PPC campaigns that were internally managed. The PPC return on investment was underperforming compared to the SEO campaign that was being managed by MediaVision. It was, however, difficult to track results, as the Google analytics hadn't been implemented correctly.
MediaVision suggested tightening the reins on the PPC spend and expanding the SEO effort to include more groups of search phrases that were not necessarily Dickies related. MediaVision had noticed a trend in the analytics that demonstrated a spike in the e-commerce conversion rate on the more generic terms, and was confident in delivering increased ROI despite the current credit crunch.
The analytics were also addressed to properly reflect the different paths, and e-commerce tracking was implemented. This resulted in the precise tracking of all traffic sources and the accurate determination of ROI figures for both PPC and SEO campaigns.
The results speak for themselves.
Organic traffic during September 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. This increase is a direct result from MediaVision's suggested site changes made during the previous month's analytics and conversion analysis.
To address the bloated PPC campaign, MediaVision reviewed the negative keywords to reduce wasted spend and increased the number of textual ads to make them more relevant to the refined search phrases. The landing page strategy was also reviewed with an aim to reduce bounce rate and increase conversion rate.
The tightened PPC control resulted in less budget wastage on protective ranges that they didn't stock, and as a result, the traffic actually 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. This resulted in ROI increasing from 680% to 950%.
DickiesStore.co.uk was naturally thrilled with the results and plans to tighten control on their PPC campaigns over the next quarter, and to further expand their SEO campaign in the coming months.