The award winning team at toinfinity increased sales generated from Google AdWords for Wiltshire based Dog Food company, Happy Dog UK by 94% in the first 6 months of working with them, while reducing advertising spend on AdWords by 20%.
Happy Dog UK have been producing healthy pet food since 1968 ensuring the highest level of nutrition is packed into every bag, it’s their love of animals and passion for the product which has made them so successful. However, being a family run business means they’re up against big multi-national companies with large budgets for Search Marketing, so Happy Dog UK needed an agency who could give them that competitive edge.
WHAT WAS THE OBJECTIVE?
Increase sales and revenue online via Google AdWords while increasing reach and bring new customers to the brand.
High use of broad matched keywords that were sending irrelevant traffic to the site and burning through the budget
A lack of mobile optimisation. We found that many customers purchased via mobile devices, but Happy Dog UK was not appearing frequently for mobile
There was no use of geographic bid adjustments, or consideration of time of day and day of week purchasing habits
Remarketing was not being used as it should, resulting in negative ROI
After reviewing the account, it was clear that there were a number of issues which urgently needed addressing:
We completely reworked the campaigns to address the points above, we also created a number of niche campaigns to target more generic terms in order to increase the reach to people unaware of the Happy Dog UK brand. We decided to target very specific types of dog key words eg working dogs; health concerns; sensitive stomachs and also very specific types of dog food eg ‘grain free’ which Happy Dog UK offered, and that we could see trends for these types of terms increasing.
We compared 6 months’ worth of data and found the following stats!
- 175% INCREASED ROI FROM ADWORDS
- 94% INCREASED REVENUE GENERATED BY ADWORDS
- 20% REDUCED ADWORDS SPEND
- 89% INCREASED TRANSACTIONS FROM ADWORDS
- 132% INCREASED CONVERSION RATE GENERATED BY ADWORDS
- 532% INCREASED SALES FROM REMARKETING
- 77% INCREASED CLICK THROUGH RATE
Happy Dog were very happy with the results they saw from the campaign, take a look at what Director, Hugo Griffiths had to say: Working with toinfinity has helped us significantly, they make the process structured, simple and successful. We would recommend them to anyone!
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