In November 2016, Genie Goals welcomed Raging Bull to the family. The mission was simple: to prove PPC could become a significant and sustainable source of income. As a goal, we set ourselves a target of at least doubling the overall online traffic within the first year.
Our first step was to launch expanded text ads on Google (at the end of 2016). This was done very quickly after joining forces with Raging Bull, as we wanted to build our audiences throughout peak period and generate an immediate source of revenue.
Following initial data collection we turned on Clarence, our in-house automated bidding software. This ensured bids were fully optimised, while we were collecting the most accurate data possible for our campaigns. Shortly thereafter we launched Google shopping and remarketing (both dynamic and banner).
What became immediately clear was, among its many great selling points, Raging Bull’s ‘big and tall’ angle was the most successful. Ad groups targeting size-related keywords were generating the majority of traffic and sales, so we optimised and expanded these ad groups to drive even more traffic to the site.
Given the lack of any previous paid search activity, and a relatively small customer base, results throughout 2017 were outstanding. Genie Goals contributed to a 78% year-on-year (YoY) increase in revenue for the business as a whole, with our PPC efforts alone accounting for 51% of it. PPC also contributed over 2,000 assisted conversions for the other channels.
January 2017 saw significant YoY growth overall in the business, with revenue up 199% on 2016 and with PPC contributing 49% of it. Similarly, November-December 2017 was another successful period for YoY growth, with overall revenue increasing 42%. Again, PPC contributed 46% of this revenue. We had demonstrated PPC could be relied upon as a significant and sustainable source of revenue.
On our goal to double the amount of online traffic coming to the site, we also exceeded expectations. PPC contributing at least a 50% YoY increase, with traffic increasing 111% YoY; and with PPC accounting for 52% of this traffic.
These figures represent an incredible first full year of PPC with Raging Bull, demonstrating the value of the channel to the overall operations of the business as well as the excellent collaborative work between retailer and agency.
Raging Bull eCommerce Manager Ed Gibbs said: “Since we started working with Genie, its team has been nothing but attentive to our needs and go about their work with meticulous attention to detail. The insights they have shared with us have helped shape the trading patterns of our online business and have provided exponential growth year on year through the various channels we work with them on.
The technology and systems they use are second to none, and their ability to react to customer demand has never faltered; nimble when requested and long term planners when needed. Their ability to manage performance within an agreed cost of sale provides a stable system for budget planning and platform growth.
Ed Gibbs, eCommerce Manager