Paid Search

Business Challenge

An e-commerce perfume retail company had an established PPC campaign which was delivering a moderate 150 sales per month at £10 each. They tasked us with increasing sales at a reduced cost per sale.

Given that an average order is worth around £8 to the company, the PPC campaign was not turning a profit - it was our challenge to improve this.

This company makes a great deal of its profits during the Christmas period, as all perfume retailers do. The PPC campaign was only profitable during these months and was simply losing money throughout the rest of the year.

Solution

Epiphany spent time creating a list of exact keywords for each perfume they stocked. Since the keywords were all exactly matching the perfumes, there was no wasted click spend and a very high click through rate.

We saw an immediate improvement in the cost per sale. Over 3 months, we continued to expand the keyword list until we had reached 600 sales per month at a cost of just under £5 per sale. This made the campaign profitable in their off-peak sales periods as well as in the run up to Christmas.