T2 Direct Ltd
Paid search delivers an ROI of 9:1 for online retailer
Date: March 2009
Pay per click | search engine optimisation
Search marketing delivers a consistently good ROI for T2 Direct Ltd achieving an average of 9:1 across PPC & SEO.
Background
T2 Direct Ltd (trading online as Technology in the Home) is a highly successful mail order & online business. In addition to the consumer-facing side of the business, T2 Direct supply the Mirror Group, News International, the Guardian & Observer and many of the UK’s other national newspapers with innovative products sold as ‘Reader Offers’.
“Coast Digital’s expertise in search marketing has helped us build a sustainable online business which is achieving remarkable growth.” David Hatchard, Online Marketing Executive, T2 Direct Ltd.
Challenge
- Grow the business using online marketing channels; integrating existing offline marketing activity.
- Transition offline advertising to online, reducing reliance on traditional, less measurable channels.
- Provide support during a transitional period as the client prepared to launch a new website & e-commerce platform.
- Assist the client’s internal marketing resource; helping take their business online.
- Aid expansion by developing a highly measurable online direct response model, achieving more visibility & driving more sales.
- Develop a strategy to cope with a diverse range of products & constant changes in supply.
Solution
- Preparation of a recommendations document with best practice guidelines to ensure optimal performance from search marketing from the outset.
- Define keyword targets & link building strategy.
- Develop effective & scalable PPC campaigns using Google AdWords, with the intention that activity would grow at a manageable pace.
- Develop PPC campaigns flexible enough to respond in real time to changes in product range & supply.
- Maximise offline activity by using online marketing to support direct mail campaigns.
- Develop a road map for future online activity based on successes achieved from search.
- Utilise findings from PPC for use in search engine optimisation.
Results
- 100% growth in returns from PPC & SEO.
- Doubled sales through PPC year-on-year.
- Continual assessment of campaigns using web analytics to find exact keywords & optimise activity.
- In SEO increased Google PageRank from 0-3, & maintained high positions in natural search for most popular products.
- Across a 12-month period a 327% increase in non-branded, non-paid traffic.
- A consistently satisfied client, who is achieving great success using online marketing.
- Due to excellent results T2 Direct continue to work with us & are now developing their digital strategy to include affiliate marketing.
Visit Website: www.technologyinthehome.com
