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.