Anglia Tool Centre is a division of the Ridgeon Group. Ridgeons has been in business since 1911 and is now one of the largest independent family owned timber and builders merchants in the country, supplying materials to house builders.
Anglia Tool Centre launched in November 2006 to supply industrial power tools and accessories to the trade via their Bury St Edmunds showroom, website and Ridgeons branches.
They are now one of the largest power tool suppliers in the UK and pride themselves on the service level they provide and the technical knowledge of their staff.
When Anglia tools came to us they had an online presence and an active PPC account. However they knew they could be achieving more, both in conversions and ROI. They needed guidance to improve their PPC strategy and to capitalise on the newest tactics in paid search.
WHAT WE DID
Our team of ex Googlers began looking for patterns in certain phrases and keywords to identify what was working. Where they saw positive results, they would apply the same rule to the rest of the account. A big challenge was to balance volume keywords (with high traffic but fewer conversions) with those which convert, but perhaps had very low volume.
Simultaneously, the team conducted an ad review by analysing the competitive landscape and compared prices across the board. Where Anglia was cheapest, we added the price to the advert. We also ensured the keywords influenced the ad copy. When we found that the technical keywords were converting higher, we made the ad copy more technically descriptive to mirror the keywords and give a better overall user search experience.
We then began to optimise the landing pages and on-site experience. We encouraged sales by adding limited time offers to increase urgency and persuade visitors to convert quickly.
The team also utilised the plethora of Google tools, Beta products, and recommended search tactics to ensure – if we didn’t already – we had the edge on the competition. We implemented sophisticated remarketing techniques to attract returning custom. We used YouTube and the display network to promote their offline events.
- The results for Anglia have been fantastic. We have tripled the average monthly PPC turnover with an increased spend of just 60%.
- Click through rates have increased by 40%.
- Compared with Q1 and Q2, we have seen a massive 121% increase in conversion in Q3 and Q4.
Going forward, we plan to continue working closely with the Anglia team to build on the successes we have achieved.
We continuously monitor their portfolio of thousands of products, test ads, keywords and landing pages to optimise conversion rates. We have also implemented campaigns on Bing and Yahoo based on the success of the Google Adwords campaign.
Our expert team members always have their ears to the ground when it comes to new features, beta tests and how our clients can gain advantage from these. Anglia will benefit from developments as soon as they happen.
It is always concerning when you start working with a new agency; whilst they have great experience in their field of expertise, they obviously do not have your level of expertise in your industry. It quickly became apparent that WMG was aware of this, and showed genuine interest to understand our business before making critical decisions. This commitment to understand combined with clear reporting and regular calls made the transition period very smooth. However, the work did not stop once we had achieved our initial goals. Every month we explore new opportunities, many of which are initiated by WMG to find new methods of increasing revenue and improving ROI.