PPC & Social Media
Clothing, Ecommerce & Trades
Medium
About Workscene
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 clients like The Australian Army, Australian Federal Polic and many more government authority and private sector businesses.
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.
- 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
- Non-optimal keyword strategy leading to wastage in ad spend
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
Outcomes
Key results achieved within 4 months:
Key Results
ROAS for PPC Ads
increase in paid social revenue YoY
ROAS for Smart Shopping PPC Campaign
in revenue generated from Social Ads
Hear from the Client
