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push back the boundaries
TM
award winning new media agency
Deck Supply Co.www.cedaroutdoors.co.uk
The Client
Deck Supply Co. are the UK's leading supplier of Canadian Western Red Cedar. They launched the Cedar Outdoors website to meet the growing needs from designers and professional contractors for quality deck construction materials.
Deck Supply Co. products have been featured in numerous television programmes including the BBC's Homefront in the Garden , ITV's Better Homes and Channel 4's The City Gardener.
With a showroom based in Wyevale Garden Centre in Hillingdon, West London and a 20,000 square foot warehouse and storage yard in Widnes, Cheshire, Deck Supply Co. are looking to establish themselves online as a leading supplier of quality cedar products with undoubtedly the widest range in the UK.
The Objective & Challenge
To drive targeted tra�c to the site after a re-design.
Encourage an increase of online conversions.
Reduce the costs of online conversions.
The Solution
Re-structure campaigns in line with site redesign.
Optimise the new campaign through extensive keyword research, using keyword researching tools, in house brainstorming and keyword suggestions from the client.
Implementing a strategic plan to group keywords & structure our campaigns by product ranges and categories, stages of the buying cycle, brand names & seasonal products.
Tactical bidding across 3 pay per click providers (Google, Yahoo & MSN) to increase coverage & encourage our ads to display in the more prominent top 3 positions.
Dynamic & individual ad text written in sync with the site re-design and o�ers, prices & content of the landing pages. Tailored to take advantage of the characteristics of each PPC provider.
Continual ad text & position testing & monitoring to progressively create more targeted & compelling ads.
Close analysis of individual keywords and their ad groups, to remove keywords inhibiting the performance of the campaign, or distracting from the services, products & messages of our client.
Results
Six months after the re-design of the site & restructuring of the campaign:
A 37% increase in number of impressions generated as we have extended our coverage across Google, Yahoo & MSN. Generating 36497 impressions in June from pay per click activity.
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An increased level of tra�c to the site, totalling 3403 visitors in June.
A 183% increase in the number of online conversions across all PPC providers.
A 59% decrease in the average cost per conversion.
Prominence in the top positions of search pages in both PPC and SEO providing increased brand awareness.
Paul Myers – Deck Supply
"I would say PPC highlights the business products and services more e�ectively than what you would expect to �nd through organic searches. I think customers are a lot more web savvy these days and expect to see the most popular business
supplying their required product/service at the top of SERP’s."
"We take a large percentage of our sales over the phone and try to ask the customer where they came across the Deck Supply co name, most just mention the internet to which the PPC campaign contributes."
When asked about the standard of our Pay-Per-Click campaign management services, Paul described New Mind as very helpful and informative, saying "We have found the people in charge of our campaign responsive to our questions and that they have reacted to our requests in good time".
Conversion Data from PPC Campaign
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Number of conversionsCost per conversion
180
160
140
120
100
80
60
40
20
0
Nov07
Jan08
Feb08
Apr07
Jun08
Jul08
For more information and
portfolio projects, or an informal
discussion, contact us today:
t/ +44 (0) 151 287 7791
w/ www.newmind.co.uk
101-108 Mariners House,
Queens Dock Commercial Centre,
67-83 Norfolk Street, Liverpool L1 OBG
