How Workscene Used PPC and Social To Skyrocket Return on Ad Spend
As one of Australia’s leading providers in workwear, safety gear and uniforms, for over 20 years, Workscene has developed an extensive understanding of the needs of tradies in the industry. Since the year 2000, the Aussie retailer has been committed to providing customers with outstanding service and quality products both in-store and online, servicing key…
47:1
ROAS for their Smart Shopping
PPC campaign
100%
increase in paid social revenue YoY
96%
increase in social purchases YoY
Services
Industries
- Retail & E-Commerce
Challenges
Reaching out to Online Marketing Gurus in April 2021, Workscene were experiencing great returns prior to coming on board. However, these results were largely being driven by branded campaigns on Google & MOF and BOF campaigns on Facebook. Therefore, we shifted our focus to non-branded campaigns on Google and introduced TOF as well as variations of MOF campaigns including testing of different forms of creatives.
- Non-optimal keyword strategy leading to wastage in ad spend
- Social campaigns weren’t optimized for conversions
- Lack of descriptive copy to inform customers of Workscene’s USP’s
- No initial implementation of Google Shopping Campaign
It’s been a pleasure working with OMG over the past year!
My account manager, Matthew has been very responsive and great to deal with as I look to grow the business in the digital space.
They’ve provided great result for both Google Ads and Facebook Ads.
Highly recommend OMG!
Workscene
Retail & E-Commerce
Our Approach
By strictly monitoring search terms, adding irrelevant terms into negative keyword lists to ensure we’re driving highly relevant traffic, along with constant tracking of bid strategies to increase Workscene’s conversions and/or impression share, we have seen almost double the returns in such a short period of time.
Strategy & Execution
Efficient Negative Keyword Management for Relevant Traffic
Strictly monitoring search terms and therefore adding irrelevant terms into negative keyword lists to ensure we’re driving highly relevant traffic.
Analysing Bidding Strategy Adjustments for Low-Converting Procedures
Reviewing bidding strategy changes made for low converting procedures to identify if it uplifts conversions and/or impression share.
Key Results
Key results achieved within 4 months:
- 12:1, ROAS PPC Ads
- 100% increase in paid social revenue YoY
- 96% increase in social purchases YoY
Other results included:
- 47:1, ROAS for their Smart Shopping PPC campaign
- 20% reduction in cost per website purchase on socials
- 468% increase in PPC conversions YoY
Other key wins:
- Strictly monitoring search terms and therefore adding irrelevant terms into negative keyword lists to ensure we’re driving highly relevant traffic
- Reviewing bidding strategy changes made for low converting procedures to identify if it uplifts conversions and/or impression share
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