YoY Overall traffic growth
Established in 1989, Permagard is one of the largest and most respected manufacturers and suppliers of damp proofing, basement waterproofing and structural repair products in the UK.
For the last nine years, Loom has helped them significantly grow eCommerce sales through strategic, integrated digital campaigns.
Our aim was to use all digital marketing channels to:
YoY Overall traffic growth
YoY revenue growth
YOY increase in ROAS across biddable media accounts
It is essential for Permagard to achieve its ambitious growth targets. In order to ensure these goals are exceeded, we regularly conduct extensive research to identify and understand new and existing target audience sectors.
We spend time analysing the search behaviours of these audiences to get a better understanding of their needs and motivations.
Paid and organic search have always been core channels to ensure the website has strong visibility for all relevant search traffic. We needed to find new ways to achieve growth. Our PPC campaigns were already tactically structured and fully optimised so Loom introduced creative thinking and precise implementation to increase the overall ROAS of the account while successfully increasing the market share of a new key product.
We focused on the following:
By tying the biddable media strategy to our content strategy, we increased the conversion rate across the site.
Firstly, we used data from our paid search campaigns to improve the results of on-site content. We included add to basket links on relevant blog articles featuring products we knew performed well on PPC.
Loom then included these highly relevant blog articles as Sitelink extensions. This meant our biddable media strategy fed in and enhanced the content strategy – making the PPC campaigns more valuable than ever.
We also expanded the Shopping campaigns to help us generate a bigger market share with the new products. Despite already having had a presence in this area, we needed to increase budget while scaling ROAS.
However, the client’s new products were of higher value. So, in order to make sure we captured the right audience (i.e. the audience who would pay more for the higher value products) we targeted audiences with values of £500+ plus.
Mobile had also been an issue in 2017, with performance lagging behind desktop. So, we worked closely with the developers to improve the mobile experience to improve conversion rate.
With audiences, we closely examined the data and made sure we fed the highest converting audiences with the right ads – especially across the Shopping campaigns.
YOY the biddable media accounts saw an ROAS increase of:
Use of data-driven attribution has given us better insights to work from, including a:
Improved Blog Page Performance
Overall Shopping Campaigns
Despite an overall YOY increase in Shopping campaign competition of 44%, our work on conversion rate optimisation and audience optimisation helped deliver: