130% Return on Investment in month one with a 35% reduction in average Cost Per Click

Overview

CVS (UK) Limited currently operates 211 veterinary practices and 6 diagnostic labs across the country. Since starting the business in 1999, they have built an enviable a reputation by offering exceptional customer service and comprehensive pet care to animal lovers across the entire UK.

Animed Direct was launched in August 2010 and forms an important part of CVS business strategy. The website www.animeddirect.co.uk is a marketing leading UK vet dispensary, providing an enormous range of pet prescription medicines and non-prescription products at substantially discounted prices.

Following a successful launch Soak were tasked to undertake a thorough review of Animed's existing PPC activity and identify opportunities to improve the campaigns in order to deliver higher sales volumes at an effective Return on Investment.

Objectives / Approach

To deliver a much improved, successful PPC strategy it was important for us to understand the Animed brand on multiple business levels.

When developing our approach we looked closely at:

• The brands history and heritage
• Business infrastructure and lead distribution channels
• The vetinary industry and prescription services/processes
• Individual products and margin levels
• Competitor activity
• IT infrastructure and all the technologies in play
• Tracking and Stock management
• Existing marketing and PR activity

With fine margin levels across much of the product range we introduced unique ROI reporting which allowed us to identify issues with the existing campaign. This approach allowed us to provide detailed PPC strategy for short, mid and long-term activity that would deliver increased sales across the entire product range.

The new PPC Strategy included:

• A full ROI review of performance to date
• Defined and transparent KPI's and business forecasts
• A full campaign re-structure for enhanced targeting
• New bid strategy to decrease average CPC
• Comprehensive keyword expansion
• New suite of innovative and targeted ad creative focusing on clients key USP's

Results

Since Soak took over the PPC campaign management, Animed have seen an exceptional return on investment, which has allowed them to them to invest more money to attract higher sales volumes.

• 130% Return on Investment in Month 1
• 121% increase in sales volumes from previous campaign
• 115% improvement in Return on Investment from previous campaign
• 35% decrease in average cost per click

Testimonial

CVS, E-Commerce Manager, Tracy Turner comments:
"The team at Soak have shown great commitment to our business from day one. They took time to understand our complex business model and have delivered a Pay Per Click strategy that has delivered us exceptional return in a very competitive marketplace".