Paid Media by Imaginaire
How We Delivered a 79.27% Boost in Conversions for Alfresco Chic Through Smart PPC
The strategy
Achieving record breaking ROAS: The PPC strategies behind Alfresco Chic’s growth
Alfresco Chic, an upscale outdoor furniture retailer, wanted to boost its online sales and ROI through targeted and effective PPC campaigns.
With the aim of enhancing visibility and converting more website visitors into customers, our PPC team took over the account with an aim to strategically restructure and optimise existing campaigns. One of the first steps was a complete restructuring of the ad group setup. By switching to a more logical and specified structure, we were able to better align campaigns with product categories and enable for more granular optimisation.
Main Objectives:
- Restructure the account to a product category-focused ad group structure
- Enable more targeted bidding strategies based on product performance
- Improve overall campaign alignment
- Increase visibility in product listings
- Reduce irrelevant traffic and minimise wasted ad spend
The strategy
From strategy to results: how this PPC campaign outperformed expectations
To drive significant improvements in Alfresco Chic’s PPC performance, we adopted a holistic approach that combined strategic restructuring, data-driven optimisation, and targeted adjustments across multiple campaign layers.
In parallel to the new ad group structure, we optimised the Google Merchant Centre Shopping Feed, adding additional product attributes to increase visibility and relevance in search results. We also implemented Performance Max Asset Groups, tailored to specific product categories, which enabled us to reach a wider audience across various Google channels while keeping a sharp focus on driving conversions.
An additional step we took was completely overhauling the negative keyword strategy at both the campaign and ad group levels to eliminate irrelevant traffic and reduce wasted ad spend. This comprehensive strategy not only improved campaign efficiency but also ensured that every pound spent was working harder to drive sales.
The solution:
- Improved cost-per-conversion by targeting only high-intent keywords
- Leveraged multiple Google channels to drive sales and reach untapped audiences
- Utilised machine learning to enhance ad performance
- Boosted ad relevance and product engagement
- Enhanced product data accuracy with more detailed attributes
- Created Performance Max campaigns for different product ranges and types
How our strategic rebuild impacted the numbers
Digital Strategy Results
Since taking over the account in February, we’ve achieved substantial improvements in key metrics.
+79.27% Conversions
+150.75% ROAS
+443.03% Conversion Value
-21.95% Cost Per Conversion
Get a free quote for your PPC project and improve your online presence
