Permagard

Achieving new growth in a saturated eCommerce market

The Project

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:

  • establish a dominant position in the online space and position Permagard as the go-to supplier for the building industry.
  • sell to the DIY market, whilst still appealing to the trade industry.
  • drive strong year-on-year growth of website traffic & revenue

28%

YoY Overall traffic growth

11%

YoY revenue growth

25%

YOY increase in ROAS across biddable media accounts

Maintaining online growth in a saturated market

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:

  • Optimising shopping campaigns on Google and Bing Ads – Specifically, for the new products which were a core focus for the client. 
  • General CRO – Overall, we wanted to increase the conversion rate on the site in order to improve sales in a market with strong competition from national brands. 
  • Mobile ad delivery improvements – We wanted to reach customers when they needed the products most. This also linked with improving the CRO of the mobile site. 
  • Linking PPC with content marketing – We wanted to take advantage of the work our agency’s content team did on the client’s site and monetise it by using statistical insights and activity from the PPC campaigns. 
  • Audience and remarketing targeting optimisation – We wanted to better use the data we had to more effectively remarket and increase sales from our audience lists.

Getting creative with PPC & Biddable Media

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.

Further results

YOY the biddable media accounts saw an ROAS increase of:

  • 25% from 2017-2018 on Google

Use of data-driven attribution has given us better insights to work from, including a:

  • 17% conversion rate from our audience lists. This is 27% above the account average of 3.04%

Improved Blog Page Performance

  • 35% YOY increase in blog Page Value due to using the paid search statistical insights

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:

  • 35% YOY increase in conversion rate
  • 53% increase in ROAS