My 1st Years
My 1st Years - PPC
Founded in January 2010, My 1st Years specialise in personalising baby gifts. They recognised a gap in the market existed and, since then, it has become one of the UK’s fastest growing baby gift brands. My 1st Years has attracted a large celebrity following with many of the celebrity babies wearing their products and, only this month, they have announced a partnership with john Lewis for their range of high quality, personalised baby merchandise.
We took over their PPC Campaign in 2011 as they had failed to see appropriate improvements in conversions from their previous provider, despite a marked increase in their Adwords budgetary spend.
Upon reviewing their Adwords campaign, we identified that it was spreading its net too wide and too thin, meaning that they were not adequately competing on the terms upon which they could look to expect their best ROI.
We redressed this immediately with a comprehensive optimisation of the existing Ad Text and targeted search terms. Once the structure of the campaign was more efficiently organised, we addressed the misapplication of budget, filtering poorly performing areas, thereby freeing up budget to compete more aggressively in more fertile areas.
As a consequence of our initial account optimisation, the cost/conversion rate of the account improved by 22% and we are now working closely with My 1st Years to develop their campaign into new, and cost-effective, target terms.
We are happy to say that My 1st Years have recently extended their partnership with Search Marketing Group and we are now looking forward to many years of mutual success.