Maximising ROAS and Traffic for Appliance World

Appliance World, one of the largest online appliance retailers in the UK, aimed to drive high purchase-intent traffic to their website while maintaining strict ROAS ratios. With a vast product range and a highly competitive market, we had lots of challenges to overcome in targeted search campaigns to boost visibility and drive results.

Increase in adds to carts

The Challenge

Appliance World faced several key challenges during the campaign. Firstly, the migration from Magento 2 to Shopify in the latter half of 2024 required a complete rebuild of the product feed for Google Shopping, ensuring the continuity of product IDs to maintain Google Ads performance metrics.

Managing a vast product library, we needed to carefully segment Performance Max asset groups by category to ensure ads remained relevant and efficient. Additionally, the home appliance market is highly competitive, with many similar offerings across multiple retailers. It was crucial to identify and highlight Appliance World’s Unique Selling Points (USPs), such as nationwide delivery, to stand out in their market.

Our Strategy

Rebuilding Performance Max Structure

We restructure Performance Max campaigns to ensure the majority of the budget is focused on the highest-performing products. This was regularly reviewed to ensure optimal allocation, while also setting aside budget for new products and those with low demand but high return on investment. By constantly refining the campaign structure, we maximised efficiency and maintained profitability across the entire product page.

Setting and Monitoring ROAS Target

To achieve the primary goal of driving profitable online sales, we established ROAS targets that were closely monitored and adjusted as needed. This ongoing optimisation ensured that Google Ads activity remained aligned with the ad spend targets while consistently delivering high ROAS. Regular adjustments helped to meet both short-term and long-term goals effectively.

Search Campaigns Focusing on USPs

We launched targeted Search campaigns designed to highlight Appliance World’s key USPs, particularly their nationwide delivery service. These campaigns aimed to capture new traffic by attracting customers who may not have previously considered the brand, driving relevant, high-quality traffic to the site. By focusing on USPs, we differentiated Appliance World from competitors and supported the broader goal of driving more profitable sales.

The Results

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Increase in Add to Carts

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Decrease in Sessions (Focused on improving the quality of traffic)

0%

Decrease in Cost per Click

Some ClientsKind Words

We have been working with DNRG now for a number of years and they have been excellent. We recently have had a new main website built which is fantastic. The service provided is first class and we look forward to working with you for the years to come as we grow as a business.

The team at Digital NRG have been fantastic to work with. They worked hard with us to understand our business before providing a detailed strategy. Once implemented, we saw some quick wins. The regular face to face reviews mean we can continue to develop and identify opportunities. As a company they are truly one in a million.

DNRG are fantastic to work with. They have experts in every aspect that makes up your entire digital and online world. Great team communication. They're very careful with your budget and quick to react when one direction isn't quite working. Always keen to make sure you're getting good value for money. I can't recommend them highly enough.

Our cost per lead from Google Ads has fallen from around £25 to £11 while the actual amount of leads has doubled. Display advertising costs have dropped from around £2.50 per click to now only £0.08 per click. Overall, our total cost per lead is down from £50 to £8 which is incredible.

The team at DNRG came to see us and really took time to understand our business and what we were looking for with the website and ongoing SEO support. In relation to SEO, they nailed what was required and pretty much as soon as we went live, we were getting enquiries through the website. I really can't recommend Jack and the DNRG team highly enough, they are great to work with.

Maximising ROAS and Traffic for Appliance World

The Challenge

Our Strategy

Rebuilding Performance Max Structure

Setting and Monitoring ROAS Target

Search Campaigns Focusing on USPs

The Results

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0%

0%

Some ClientsKind Words

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