How We Grew Priority Plumbing’s Revenue 350% in 9 Months
Today, we’ll show you step-by-step how Limelight Digital helped Priority Plumbing to achieve the highest online revenue and sales in its history.
The construction trade industry in the last 5 – 10 years has grown immensely online with leading retailers such as: Screwfix, B&Q, Travis Perkins, Tool Station and many more investing heavily into e-commerce websites and digital marketing.
Each company above retails similar product ranges with large advertising investment which has led to a competitive market. Priority Plumbing is a new start up business which only launched a full e-commerce website in September 2016, in comparison to it’s competitors who have been operating online for numerous years.
This however is not an unusual situation for Limelight, we know there has been a huge shift from industries and businesses investing in online and believe this will continue to grow further. Continuing to make it difficult for advertisers, we as a business use all our experience and knowledge as accredited Google partners to find the best solution.
In this case study, we will show you how we achieved a 350% increase in Priority Plumbing’s revenue and a 1027% increase in SKU sales.
- Increase traffic & overall exposure of the website.
- Increase sales across multiple product ranges.
- Improve cost of sales
Month 1 – 9
The website launched its first steps of e-commerce by taking orders through click & collect only. This then progressed to the launch of full e-commerce transactions being processed through the website with full analytics tracking now in place for us to analyse and optimise.
In the early stages we had 30+ campaigns active in AdWords, with a mixture of search, display and shopping campaigns all pushing traffic to the website. Which was heavily focused around positive signs that we saw early on for boiler sales with over 60% of our total budget being dedicated to these campaigns.
Now most of you may be thinking we put all our eggs into one basket but in fact we saw an increase from month 1 to month 3 of 262% for revenue and sales by 242%.
However, you are right in thinking we could not focus on just boilers forever as winter was drawing to a close meaning we needed to find alternative products that would continue our success. This led us onto trialling new brands such as: Nest, Makita, Bosch, Ronseal, Cuprinol and Honeywell to name just a few.
This product testing led to new the AdWords account taking a restructure to less campaigns and budget apportioned more evenly. As with all testing we saw success and we saw failure but ultimately positive results as website sales increased again by 93%.
The biggest success however was that we had found a wider base of brands and products which we knew would sell online. Next was the challenge to focus on ROI. We now have 40% less campaigns, with 90% of those dedicated to shopping.
A lot of work has been done to optimise and improve the campaign including an audience strategy, bid optimisations, negative keyword lists and a priority leveraged shopping strategy. With all this in place cost of sale % improved by 73% to the best we have ever achieved and our record month for e-commerce revenue.
How did we achieve these results?
- Correct product placement.
- Healthy media spend investment.
- Audience strategy.
- Priority leverage shopping strategy.
- New product testing & market research.
- Competitive pricing.
- Using media spend more effectively & reducing waste with campaign optimisation.
By optimising, experimenting and a willingness to invest into paid campaigning, we hit our initial objectives for Priority Plumbing in just 9 months of e-commerce activity. We are now working to hit our next targets which are to reduce cost of sales % and scaling our paid advertising within the target ROI to hit the next revenue objective.
If you are interested in developing your PPC account, call the team on 01509 631136 or email [email protected] and let’s chat about your ambitions and how we can help.