Clarks | PPC

For those with only 30 seconds, this is what we achieved:

Over 30 days, we:

  • Improved CTR by 102%
  • Improved average position by 8%
  • Improved conversion rate by 11%
  • Reduced average CPC by 6%

Who is the client and why did they come to us?

Clarks is a British-based, international shoe manufacturer and retailer. It was founded in 1825 by brothers Cyrus and James Clark in Street, Somerset, England – where it still has its headquarters. The company has over 1,000 branded stores and franchises around the world.

With CPCs in search campaigns rising, the Clarks team wanted to achieve lower average CPCs while maintaining search impression share. They also wanted to see quantitative, tangible results associated with the quality score work team Ortus completed, proving that improving quality score lowers CPCs. This all needed to be completed within the current budget, with the goal of improving ad quality – and therefore performance – of the Clarks search campaigns.

So, what did we do?

To tackle rising CPCs, we reviewed current keyword performance within the account: reviewing quality scores against keywords and reporting via a quality score script. This allowed us to easily measure the impact our optimisation was having on results. We then segmented keywords within the account based on priority groups to focus on during the test, i.e. those which we would see the biggest benefit to optimisation and quickest uplift in performance. 

Once these focus groups of keywords were established, we implemented our strategy of reviewing each keyword by Google’s Quality Score and optimising each element of ad copy and landing URL to improve Google’s quality score rankings.

The results

Compared to performance data of the 30-day period before quality score optimisations took place:

  • CTR improved by 102%
  • Average position improved by 8%
  • Conv rate improved by 11%
  • Average CPC reduced by 6%

What did Sam have to say?

“It’s really great to see the genuine impact on performance from the work you’ve put into this quality score test!”

Sam, Search Marketing Manager at Clarks