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Global beauty brand Benefit came to us in 2014 with the challenge to improve their ROI and CPA figures through PPC in the UK. Benefit also wanted to utilise their data to make smarter business decisions.
In order to achieve Benefit’s goals, we implemented a number of PPC tactics:
• Restructured existing campaigns by using a more thorough approach to keyword match types, keyword segmentation, advert split testing, advert placement and negative keywords
• Added additional tracking codes in order to analyse what messages were working and increase the amount of data available
• Optimised Google Shopping bids and product selection based on ROI
• Made recommendations and design ideas for product pages helped engage users, made them aware of special offers, and therefore increasing conversion rates
Liberty have game-changed this eCommerce marketing channel for us via their rigorous approach, coupled with continuous testing and optimisation. As a boutique agency, they are responsive and agile and can respond to our business needs quickly, behaving as if they were part of our in-house team.
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