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.
Engrave It Online are an eCommerce business based in our hometown of Bristol that focus on engraving and personalisation. They stock 887 products ranging from keychains and jewellery to trophies and awards.
Working alongside DNRG’s PPC team, they are now experiencing their highest ever Return On Investment!
The team at Engrave It Online came to us after feeling frustrated by the steady decline in momentum from their previous agency, with a Return On Ad Spend of ~400%.
They set us the challenge of bringing their ROAS above 500% in the first three months of onboarding. On gaining access to the Google Merchant Centre we encountered +10% of products with disapprovals or warnings which we quickly realised would limit their visibility on the Google market.
Read below to find out how we managed to smash through our target and get their ROAS soaring again.
To begin with, it was necessary to conduct a large ‘spring clean’, working through their feed to limit the warnings and disapprovals for Google. We dealt directly with the feed plugin on the website to eradicate any issues at the source whilst also creating a series of supplementary feeds to overwrite the primary feed data (because, hey, not every website is built to honour Google Shopping’s ideal content, quality standards and labelling).
Once we had a nice and tidy house (feed), we then started the “real” work in the Google Ads account; how could we get the best performance from the product feed?
The structure of the account when we first onboarded was to break down the products by price point (i.e. under < £7.50 retail price vs. +£7.50 retail price). We flagged to the client that we wanted to take this a step further,
Let’s not work to a price point… Let’s work to margin. From what products does your business make the best Net Profit?
Building out a “high margin” campaign, we’re able to ring-fence and push more Ads spend through this product set.
We set the Target ROAS on the Smart Bidding slightly lower in order to achieve more sales (because remember; Engrave It Online makes more money from the sale!). We’ve incorporated the business strategy into the Google Ads strategy; moving away from a one-dimensional approach in applying Return On Ad Spend targets based on the Google Ads/Merchant Centre alone.
‘Working with DNRG has been an absolute breath of fresh air. We have used many PPC companies before that promise the world and without any real success.
Thanks to DNRG and particularly Emily’s attention to detail, commitment to keep improving our campaigns and continued knowledgeable advice, we are now experiencing an all-time high Return On Investment.
We would highly recommend DNRG.’
– Oliver Pring (Development Manager @ Engrave It Online)
Head of Paid Media
Emily came into the digital marketing sphere having been mesmerised by the application of data in the digital world. Specialising in performance marketing which she refers to as “glorified data analytics”, Emily manages the Paid Media team as well as a portfolio of accounts at DNRG.
Known for her ferocious approach in generating ROI for our clients, her straightforward mindset gives you absolute clarity on what’s working for your business and what is not.
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 means we can continue to develop and identify opportunities. As a company they are truly one in a million.
We were first introduced to Digital NRG shortly before lockdown. The team at Digital NRG came to see us and really took time to understand our business and what we were looking for with the website and the ongoing SEO support.
In relation to the SEO, Digital NRG nailed what was required and pretty much as soon as we went live, we were getting enquiries through the website. I can’t recommend Jack and the team at Digital NRG highly enough, they really are great to work with.
The work they [DNRG] have done has been a transformation to the business. As a company we have moved online and we are continuing to grow month by month with our online sales. Having started on SEO, they now manage our Google Shopping & Ads since they are always looking to improve the way we get new customers. Year on year, we’ve seen conversion rates increase from 0.85% to 6.05% and their ongoing support and communication is exceptional.
After being introduced to Ian from Digital NRG I knew this was the guy we were looking for to advance our SEO campaign and grow our presence online. Ian and Alex have quickly proven their knowledge in their field which is 2nd to none, proving not only with huge growth in traffic but also there to help with other duties online that may require further in-depth knowledge. These guys are super easy to work with a friendly approach. They are there to support the growth of the business at hand.
A very professional and thorough service with attention to detail, Kian is very easy to work with and is constantly feeding us with information and results of our campaign. Kian goes out of his way to inform us of the latest news and recommendations wherever possible. We feel this service is a vital part of our business and would highly recommend it as a great investment
The work carried out by the DNRG Social team has certainly helped us grow as a business and they have driven an exceptional amount of leads since the campaigns went live. Andrew, Rob and the team are very easy to work with and nothing is too much effort for them.
We have been working with Digital NRG now for a number of years and they have been excellent. We recently have had a new main website built which is fantastic and a second one developed for our new home lift department. 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.
I’ve worked with DNRG for several years now, and I’d recommend them in a heartbeat. They manage our full digital activity, from Google Adwords and social media remarketing to SEO, CRM management and email marketing; and they do so for several other brands across our wider group of companies too. We get the majority of our leads from our work with DNRG. They work closely with us to understand our customers and our business, and they consistently keep us up to speed with the latest market insight and best practices for our website. They are experts in their field and our internal teams could never keep at the forefront of digital marketing like they do. The team are a pleasure to work with, down to earth, and explain everything in a simple but expert way. They are a trusted, critical extension of our team.
Digital NRG are fantastic to work with. They have experts in every aspect that makes up your entire digital and online world. Great team communication and very good when translating into a language and a level that us mere mortals understand. They’re very careful with your budget and very 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.
‘At The Aerial Man, we specialise in aerial and satellite installations for residential and business customers to receive Freeview and Freesat. We also now offer CCTV and Wifi installations. Working with the team at DNRG, we have established a great presence in the region and have found the best way to communicate with both our new and existing customers.
The DNRG teams are my friends and supporters. They never talk down or throw jargon at me and they are always happy to help. DNRG have some great new products on offer which should improve the way we communicate without customers that we plan on taking up, and we have a very exciting project in the works with them.’
The DNRG team has worked closely with us to understand our business and wide range of products, and this has been reflected within our keyword rankings and the growth of our organic and PPC revenue over the past year. Their communication is brilliant, and they are genuinely a lovely bunch to work with.
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