Lakeland Leather

Pay Per Click

Lakeland Leather are the UK’s largest independent retailer of own-brand leather fashion and accessories. They asked us to help manage their PPC account through Google AdWords.

 

Here are the headline results from our campaign:

 

Traffic up
68%
89% Revenue
increase

The Brief

Lakeland Leather, a UK manufacturer and retailer of leather fashion and accessories, asked us to help with their Pay Per Click management.

They were hoping to increase brand awareness and ensure the campaigns they currently had running were optimised, and so approached Custard to help them achieve these goals.

Before joining Custard as a client, Lakeland Leather's paid search activities primarily focused on branded keyword terms.

The Approach

In order to increase both traffic to the website and the number of sales, we worked to expand the breadth of the campaign, bringing on a range of additional generic keyword terms such as ‘leather coats’ and ‘ladies leather jackets’. From here we used the data to build out the campaign and continually lower the CPC.

We also recommended the creation of a Bing Ads account as many of their customers were using the Bing search engine. We launched their Google Shopping campaign, along with Local Inventory Ads, serving up-to-the-minute stock data for local searches around their 15 stores.

The Results

Following a three year campaign, we’ve consistently driven a significant uplift each year.

The latest results show an increase in traffic of 68% and an uplift in revenue of a whopping 89%. We were able to achieve these results whilst maximising the return for our client, and ROI increased by 5%.

The revenue generated by the combined PPC and Shopping campaigns now equates to a third of the website’s total sales.



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