Allsop & Francis

Google AdWords account restructure

Allsop & Francis are a distributor of professional laundry equipment, including dishwashers, washing machines, tumble dryers and ironers. They have been Miele’s No 1 UK supplier of professional equipment for the past 10 years.

The brief

Allsop & Francis approached us because we are an official, certified Google Partner, and asked us to overhaul their existing AdWords campaign to achieve the following:

  • Increase leads & ROI
  • Increase CTR & subsequent conversions
  • Decrease CPC
  • Reassess keywords (analyse traffic, its cost and its relevancy to the campaign)
  • Restructure their account

The work

Google wants to deliver the best user experience it can to ensure repeat usage. As a result, they reward campaign relevancy with a lower cost per click and better campaign performance.

By restructuring Allsop & Francis’ campaign we were able to increase relevancy and not only reduce the amount they pay per click, but also increase their average ad position in Google Search.

We also weeded out non-commercial terms to ensure they are not paying for clicks that are not relevant to them. (For example, someone looking for a domestic washing machine for their home.)

We reduced the client’s spend by 40%, while achieving the same amount of clicks.

The result

We reduced the client’s spend by 40%, while achieving the same amount of clicks, within one month of their account restructure. Their average ad position also increased into the top three search results, where CTR is proven to be significantly higher.

Great SEO work, reduced Google Adwords spend and some great design work, Tann Westlake have been impressive from day one with their professionalism, enthusiasm, attention to detail and creative flair.

Allsop & Francis
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