MForm

“Igni­tion has helped reduce cost per con­ver­sions by 168% and increased site con­ver­sion rates, help­ing the client return Google Adwords into a prof­itable sale chan­nel for its busi­ness.”

Client Overview:

MForm man­u­fac­ture a range of brack­ets, mounts, stands and fur­ni­ture for LCD TVs, Plasma TVs, LED TVs and Pro­jec­tors. The client sells direct to both trade and retail clients, with its ecom­merce site the focus of its online sales strat­egy. Igni­tion search have worked with MForm since 2009 and are a long term Adwords client, enjoy­ing con­sis­tent improve­ment in result.

The Prob­lem:

• Mform were not get­ting the Adwords con­ver­sion rate they required mak­ing some prod­uct lines less prof­itable than hoped for.
• The client was receiv­ing a low click through rate and an expen­sive cost per click on traf­fic received from Google.
• The aver­age cost per con­ver­sion made man­age­ment con­sider stop­ping its Adwords spend com­pletely.

What We Did:

• We com­pletely restruc­tured the cam­paign, tak­ing time to visit the client & under­stand its prod­ucts in more detail.
• Imple­mented ana­lyt­ics and con­ver­sion track­ing to weed out poorly per­form­ing areas of the cam­paign.
• Used advanced man­age­ment soft­ware to refine and improve adgroup struc­ture, with spe­cific focus on areas that were high per­form­ers.

The Results:

• The cam­paign over­all click through rate has jumped from 0.88% to 4.96%.
• The aver­age cost per click has fallen from 60p to 48p on aver­age.
• Igni­tion has reduced cost per con­ver­sion by 168%.
• Increased site con­ver­sion rate by 124%.