Kids Play Store
Search marketing creates huge sales for new retail business
Date: March 2009
Pay per click | search engine optimisation
Coast Digital has worked successfully with Kids Play Store for over 2 years, achieving an average ROI of 11:1 from PPC & SEO.
Background
Kids Play Store is an online business devoted to the sale of quality children’s toys made by Little Tikes and other leading brands. Set up in the spring of 2007, Kids Play Store offers safe, durable & interactive products which help kids grow mentally, physically & emotionally through play.
As a purely online business, paid search has played a fundamental role in the marketing strategy for Kids Play Store.
Marie-Anna Gurney, founder of Kids Play Store: “Coast Digital bring years of experience and expertise to our pay per click campaigns & have helped us to grow the business exponentially.”
Challenge
- Assist the client in marketing their new business using digital technology, with limited time & resource.
- Develop a paid search strategy to deliver immediate, cost-effective traffic, customers & sales to a new & unknown business.
- Create scalable PPC campaigns to keep pace with the business’s aims & growth targets.
- To quickly optimize campaigns to achieve a competitive cost per acquisition to help the client achieve quick growth.
- Increase free traffic by increasing website exposure in the natural search listings.
Solution
- Following an assessment of the Kids Playstore website & product range, PPC campaigns launched across Google, Yahoo! & MSN.
- Campaigns built around the website’s structure & focused on key product areas including Playhouses, Fun in the Garden, Climbers & Slides etc.
- Use of PPC to maximise online exposure – ensuring as many position ones & clicks as possible – with recognition that being at the top of the search engine results is particularly important for toy retailers, & provides the best conversion rates.
- Apply Google Analytics for regular, transparent reporting & accumulation of knowledge to help optimize campaigns.
- Utilize the seasonality in toy sales & leverage this using PPC to ensure strong sales when demand is high.
- Add content to all website pages to help push keyword targets in SEO, together with a continuous link building campaign.
Results
- Consistently excellent results – transparent ROI – with the result that the client has been happy to incrementally increase their PPC budget.
- Over a 2 year period delivery of an average ROI of 11:1 from PPC & SEO.
- Over 230% increase in monthly sales in the first year.
- Over 400% increase in monthly revenue in the first year.
- ROI continues to remain steady while increasing daily budgets & monthly spend.
- Continual optimisation has kept the cost per acquisition down & ROI up.
- We’ve ensured that PPC remains effective for Kids Playstore given an increasingly competitive market.
- A very satisfied client, achieving great success using online marketing.
Visit Website: www.kidsplaystore.co.uk
