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.
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
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.)