VROOM SOLUTIONS

HUNT OFFICE PPC

CASE STUDY

OVERVIEW

At VROOM Digital, we have brought many of our clients from concept and idea to award-winning results over the years.

A great example of this is evident in the performance of our client, Hunt Office. 

Hunt Office is Ireland’s number one online office supplies store. When our team first sat down with their Commercial Director in 2018, the company had never worked with an agency before. Their in-house PPC team had not previously worked with a specialist PPC Agency like our team at VROOM.

We began working with Hunt Office in May 2018 with the aim of improving their Google Ads strategy and in turn, increasing their online revenue.

Our team began by completing a deep dive through Google Analytics, along with looking at audience acquisition, behaviour and conversion metrics. An initial plan was developed with the focus of improving profitability and increasing website visitors. Through this campaign, our PPC experts developed automation across Google Search, Google Shopping and YouTube, which resulted in a €1.4M uplift from PPC spend. This success then went on to win us a Gold award at the DMAS for Best in AI!

Challenges & Objectives

From deep diving the data initially, it was clear to us that there were inefficiencies in advertising channel budget splits. Neither profitability nor user growth opportunities were being maximised. 

Our team then presented the client with a detailed plan outlining recommendations on specific percentage budget splits targeted at advertising with the goal of increasing revenue and user growth metrics.

A main concern for Hunt Office was that a number of traffic sources were not experiencing any user growth and primary traffic sources were declining. 

Given the scale of the campaigns running, this wasn’t going to be an easy task. Though as always, our team were confident that they could deliver to the highest standard. 

Our Objectives: 
For this campaign to be a success, we had seven primary objectives: 

1. Create and align new advertising channel budget splits
2. Switch from a non last click attribution model to a data driven attribution model
3. Migrate from standard shopping to smart shopping campaigns while maintaining a granular approach
4. Overhaul the Google Ads remarketing strategy and implement more advanced Google Analytics remarketing audience lists around engagement, ecommerce and device segments
5. Design and implement automated Google data studio reports to streamline and deliver  reporting process
6. Educate and apply the power of video through TrueView for action YouTube and YouTube shopping campaigns
7. Create and implement dynamic search ad campaigns at scale

THE SOLUTION

 

1. Create and align new advertising channel budget splits

To kick start the PPC campaign, we stripped away inefficiencies in a number of areas and allocated stronger advertising channel performance signals. This allowed for significant improvement in revenue metrics and increased relevant users to the website.

 

2. Switch from a non last click attribution to a data driven attribution model

We then moved from non last click attribution to data-driven attribution.  This enabled machine learning to identify the value of each advertising click. Overhauling this model allowed the client to see the value of different advertising channels and keywords which they thought were not profitable in the past. This approach allowed us to capitalise, highlight and push more emphasis into products previously overlooked. Regular analysis was carried out on revenue driving factors using this attribution model which helped in tasks such as optimising product pages on the website and giving us vital data needed to continue to drive results forward.

 

3. Migrate from standard shopping to smart shopping campaigns while maintaining a granular approach

VROOM is one of only two agencies in our home market to be originally whitelisted for the Smart Shopping Beta. In this case, we recommended and took a different approach than usual for smart shopping campaigns. We segmented campaigns by products and custom labels. This involved substantial work around optimising the client’s product feeds. This allowed us to see which product departments were driving the best returns and allowed us to give different targets to different website departments remaining stronger control around smart shopping campaigns.

 

4. Overhaul the Google Ads remarketing strategy and implement more advanced Google Analytics remarketing audience lists around engagement, ecommerce and device segments

In the past, the Hunt Office remarketing strategy had been quite basic. They were using the basic Google Ads remarketing tracking pixel. We overhauled this immediately, implementing detailed Google Analytics remarketing lists. 

These included advanced remarketing lists around engagement, ecommerce and device segments. 

 

5. Design and implement automated Google data studio reports to streamline and deliver as reporting process

Our team used automated Google data studio reports to share accurate and digestible campaign data with the client. These were pre-planned and our team then set about designing and delivering the metrics required by the client. 

 

6. Educate and apply the power of video through TrueView for action YouTube and YouTube shopping campaigns

Prior to working with VROOM, Hunt Office had no presence on YouTube or any experience with videos at all. As a result, they were understandably skeptical about the value it could contribute. Our team developed a successful video strategy for the client using the power of YouTube TrueView for Action and YouTube shopping campaigns which are optimised around both macro and micro conversions. Firstly, we created a separate Google Ads account specifically for YouTube video advertising. Instead of tracking video campaigns on macro conversions (revenue, ROAS), we set up and tracked micro conversions (added to cart, visited 2 or more pages, etc)  and optimised the TrueView for action campaign types around these user actions.

 

7. Create and implement dynamic search ad campaigns at scale

Hunt Office did not previously use dynamic search ads campaigns on scale before working with VROOM. This campaign type now delivers stronger ROAS overall in comparison to their traditional Google search campaigns. Additionally, more automation in relation to dynamic search ad campaigns, smart ad creatives, automated bidding and reporting, allowed both us and our client to spend less time on day-to-day management of the campaigns and focus more on strategy, results and collaboration. VROOM were then able to support the Hunt Office team with consistent basis upskilling which helped harness the relationship and drive results forward.

1+ Mil €

Returning visitor revenue regrowth.

26%

Online Revenue Increase

This was achieved across all sources. 

20%

Increase in website sessions.

30%

Increase in users.  

5.4%

Budget increase.

The Conclusion

PPC RESULTS

Over a 6 month period, The client achieved a huge €1.4M return in additional ecommerce sales! This success went on to win a Gold award at the DMAS for Best in AI. 

This client relationship was built on trust and the results were not achieved overnight. 

What began with initial hesitation from the client to implement such change, continued to grow along with solid results, continuous best practices and regular contact. As a data driven agency, we know how important this is.

This campaign resulted in the client developing a strong presence across all Google Ads advertising channels. These include Google Search, Google Shopping, Display, Gmail, YouTube, Remarketing for Search, Dynamic Remarketing, Display Remarketing, YouTube Remarketing and Gmail Remarketing.  

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