Healthspan challenged us to double their new customers over 2016 through PPC advertising. We were only too happy to rise to the occasion.
Facing challenges due to a hugely-reduced above-the-line marketing spend and an ageing audience, Healthspan’s overall goals were to:
It was our job to achieve these goals via paid search.
What we did
We recognised that our best opportunity of growing new customer numbers through a younger audience was to revamp our Google Shopping activity. Google Shopping is a ‘new’ channel that is especially appealing to younger groups as it simplifies the process of buying online. To boot, we built out higher funnel research terms for the products that Healthspan sell.
By taking this approach we generated more awareness around Healthspan as brand on all devices, with a mixture of advice-led — focusing on the benefits and quality of the product — and direct response messaging, which seeks to spur users into action (usually to buy something).
The campaign worked brilliantly.
We grew new customers by 842% through Google Shopping alone
This was accompanied by a 169% growth of new customers through paid search ads.
Ultimately, we delivered a 327% increase of new customers through PPC advertising in 2016 in comparison to 2015, with only a 10% increase in PPC spend.
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