Case Study:

How Fierce Digital

Generated a 485% ROI

for theEDUstore

theEDUstore wanted to achieve more with their digital marketing campaigns.

So, we gave them a 485% ROI.

Who are theEDUstore

theEDUstore is one of the largest technology resellers on the UK market.

By offering exclusive educational savings on the biggest tech brands available, such as Apple, Microsoft and HP, theEDUstore is now a force to be reckoned with on the ecommerce market. While theEDUstore had previously invested in digital marketing activity, they had experienced only a very limited success. And with big shopping days like Cyber Weekend and Christmas coming up, they decided that something had to be done. Their campaign activity needed to showcase something new, something fresh.

So, they called in the troops here at Fierce Digital.

The Mission

The client wanted to accelerate their marketing efforts and channel activity ahead of the holidays. And Fierce Digital were happy to help.

Our mission was to spread the word of EDUstore’s incredible seasonal discounts for Cyber Weekend and Christmas. Despite already offering some of the lowest tech process in the UK, EDUstore were willing to offer additional savings on HP, Apple and Microsoft devices during the sales period.

Additionally, we needed to ensure that every activity increased revenue, provided return on investment, and reached KPIs. When we felt confident that our team knew both the products and the target customers, we set out to plan one of the best marketing campaigns our client had ever experienced. With only a short time frame until Cyber Weekend, we decided to put the budget where the target users were actively searching for these products – Google Search Ads.

To complement this, we also developed and implemented an organic social media strategy to mirror our paid efforts and generate awareness amongst the existing customer base and followers.

Naturally, our digital team wanted to maximise the volume of clicks for a low cost in order to generate as many sales opportunities as possible – campaign quality was therefore a high priority. Our Google Ads campaigns were thoroughly researched and built with granular ad groups containing small groups of related keywords combined with specifically tailored and optimised ad copy.

As theEDUstore’s offers are exclusive to the education sector, it was important that our marketing strategy was built around this. Not only did we target education-related keywords, but all our ads highlighted that discounts were only for students and education staff. This way, we successfully encouraged the most qualified audience to click through.

Cyber Weekend Campaign

Cyber Weekend is one of the busiest times of year for successful ecommerce companies.

The Fierce Digital team ran a collection of paid campaigns on Google Search to promote theEDUstore’s Cyber Weekend deals and discounts. Our campaign was structured to maximise relevancy, with ad groups built around brands and keyword topics such as Black Friday, Cyber Weekend and Cyber Monday in order to show the most relevant ads to the search query.

As already mentioned, all ad copy highlighted that these offers were for the education sector only, this allowed us to target broader brand and product specific keywords. All while speaking directly to the right audience.

Cyber Weekend Results

Team Fierce worked tirelessly over Cyber Weekend to switch ads over depending on the day, manage budget between brands, and monitor all search queries leading to clicks. Despite the short duration of the campaign, we achieved the following results:

76500

Impressions

9

CTR

485

ROI

90

New users

48%

Traffic from paid activity

6668

Clicks

Christmas Campaign

Following the incredible success of Cyber Weekend, theEDUstore once again asked for our help with their upcoming Christmas campaign. This time, theEDUstore offered extra seasonal discounts on a range of Apple, HP and Microsoft products.

As we again decided on Google search ads, we allowed ourselves to experiment a bit more with the ad copy. Due to this, we tested out different ways of highlighting the savings to the customer. For example, we added 3 ad variations to each ad group:

  • Highlighting the additional saving: Save a further £50 off…
  • Highlighting the total saving: Save up to £410 on…
  • And a combination of both

Not only did this give us valuable learnings for future campaigns, but it also allowed us to optimise the ad groups based on which ones were converting the most.

Naturally, our digital team wanted to maximise the volume of clicks for a low cost in order to generate as many sales opportunities as possible – campaign quality was therefore a high priority. Our Google Ads campaigns were thoroughly researched and built with granular ad groups containing small groups of related keywords combined with specifically tailored and optimised ad copy.

As theEDUstore’s offers are exclusive to the education sector, it was important that our marketing strategy was built around this. Not only did we target education-related keywords, but all our ads highlighted that discounts were only for students and education staff. This way, we successfully encouraged the most qualified audience to click through.

Christmas Campaign Results

During the campaign we encouraged the following results

100000

Impressions

4

CTR

349

ROI

964

Avg. order value

29

Traffic from paid activity

1

CPC under £1

92

Overall CPA

4172

Clicks

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