Wickedweb's online marketing strategy was to build a PPC campaign that had the flexibility to evolve and grow with Band Telecom’s business and we built the campaign in a way that would enable us to report on all products and departments within the business in granular detail. We created a structured pay per click campaign, modeled on the current business, and rolled the campaign out on to the Google Search platform. A small group of relevant sales focused campaigns were then set up that targeted products and product types within Band Telecom and to cover the complete search cycle we rolled out some brand campaigns that would target search queries relating to the different brands Band Telecom sold.
We implemented unique pay per click ad creative that was tailored for each ad group. It was important to make sure Band Telecom's creative stood out from the crowd and we continue to monitor Band Telecom's creative and make adjustments to aid the Click through Rate (CTR) and conversion.
Via ongoing pay per click management monthly reports are supplied to Band Telecom which give a clear transparent insight into their Pay Per Click campaign and inform them exactly what is happening with regards to return on investment.
Quarterly reports look into the accounts impression share and click trends in detail and outline the account director's strategy for the next three months.
From the initial briefing meeting with Band Telecom, we had set up the account structure and launched their new Pay Per Click campaigns within two weeks, after which the client saw a dramatic increase in conversions. Over the following months Band Telecom saw a continued rise in the number of conversions they received from their budget allowance and following this success, Wickedweb was tasked with running a new campaign based on forthcoming sales offers.
