We built a great relationship with BOC and got to a really collaborative phase where we would discuss new ideas weekly. We would share ideas and advise from a tactical/paid media viewpoint, and they would advise from a target market or company capabilities point of view, which allowed us to improve performance significantly.
To ensure we could optimise BOC’s paid campaigns as effectively and efficiently as possible, our strategy covered all areas of the funnel and multiple customer segments, from researchers to purchasers.
Step 1: Attracting new customers
The brand is widely recognised in the UK, so branded keywords were already exceeding search volume when compared to generic terms, like ‘industrial gas’ or ‘gas cylinder’.
To tackle this effectively, we optimised the account structure to allow us to easily split ads between brand and non-brand keywords, as well as generics and non-generics. This enabled us to introduce potential customers at various stages of the funnel. For example, those searching for ‘welding gas’ were likely to be researching, so we’d bid less here than on those searching for ‘buy acetylene cylinder’, where intent is higher.
As development work wasn’t an option, we reviewed where traffic was sent to ensure the most relevant landing pages were being served – minimising the user journey and increasing the likelihood of conversion.
We then replicated the AdWords account onto Bing. Although usage isn’t as high, over a quarter of UK internet users choose Bing, allowing us to reach an audience BOC were previously missing.
Additionally, the brand had never utilised Shopping Campaigns. Being an eCommerce site, there was real opportunity here so, alongside our account optimisation, we set these up.
Finally, to amplify reach, we expanded into other areas. We noticed a growing audience in Ireland, so duplicated UK campaigns here and managed to increase revenue by a further 10%.
Step 2: Bringing customers off the phone and onto the website
BOC had a base of existing customers – some of which had an online account – that weren’t using the shop to order products. Instead, they were calling the customer service line.
This led to unnecessary call centre costs so, to encourage shoppers online, we utilised custom match audiences. Using the email addresses of existing customers, we began reaching out to them via paid search and display.
We segmented audiences into four buckets and adjusted ad copy to attract the right people, before amending bids to suit the likelihood of conversion.
Step 3: Remarketing to potential purchasers
The final step was to set up remarketing activity to re-engage potential customers. We built a remarketing structure that targeted all stages of the funnel, beginning with those who had visited BOC’s other online properties, including the corporate website and blog.
Our remarketing lists included:
- People who visited the shop and didn’t purchase
- People who viewed at least one product and didn’t purchase
- People who added at least one product into the cart, but didn’t purchase
- People who purchased
We then targeted them with a custom message and varied bids depending on the likelihood of conversion. The lowest tier being those who had just visited the shop. We then increased bids on those visiting specific product pages and upped it further on cart abandoners. We bid the most on those who had converted in the past.
Our remarketing channels expanded beyond Google Adwords, to include:
- Google Display Network