Year-on-year growth for this eCommerce Apple Mac Retailer

Leading eCommerce Apple retailer

When approaching us for PPC campaign management, this client had experienced varying levels of performance with their Google Ads campaigns in the past. With some organic presence, they relied on their Ad campaigns to not only sell their refurbished computers but to buy in more stock that they would refurbish in-house, ready to be sold again.

Prior to our management in mid-2023, they were making use of a relatively limited number of campaigns and campaign types, with only partial revenue tracking in place. There was no tracking behind the campaigns designed to generate more inventory which made it difficult to understand how they were performing.

Ad Spend – Initially set to £3150/month
Agency Fee – £440+VAT/month

Implementation

The first step was to ensure that all key conversions were tracked and that Google Ads was reporting accurate revenue figures as this forms the basis of our decision-making.

Using Google Tag Manager, we were able to create a series of custom triggers and tags that could accurately track key events during their computer trade-in process. Right up to the point where the user confirms the quote for their device. This not only provided us with insight into how the campaigns were performing but allowed us to tailor these goals to individual campaigns, helping to train Google’s algorithms for improved user targeting.

Our client frequently runs sitewide campaigns during peak shopping seasons such as Black Friday and Back To School. We worked closely with the client, tailoring our campaigns to tie in with the wider digital marketing strategy during these periods. Our in-house designers helped us craft custom assets that we could use within our campaigns, ensuring the brand was recognisable across various digital channels.

Results

With a more comprehensive campaign approach in place, we experienced a drastic increase in year-on-year performance, beating the growth targets that we initially defined. We have scaled the trade-in targeted campaigns to the point where the Google Ads campaigns are consistently the largest drivers of new stock for the website.