TBG London

Case Study | Harrods PPC Campaign

Harrods Logo

Using search to increase revenue and improve brand association

Goal

To develop Harrods’ search strategy into a sizeable and profitable revenue stream whilst at the same time aligning the Harrods brand with luxury brands.

Solution

Harrods’ previous agency had struggled to meet the PPC campaign’s ROI targets. TBG London implemented various measures to ensure fast, effective results for Harrods including:

optimising underperforming categories
adding thousands more long-tail key terms
deep linking keywords into their respective product pages
optimising to individual product ROI
reducing wastage by linking stock levels to live keyterms

TBG also developed a bespoke forecasting model for Harrods which predicted the conversion rate, traffic and ROI given a specific budget. When reverse engineered, this model could then suggest the required spend to hit revenue targets.Unique software was also developed to monitor changes in onsite inventory allowing the immediate pausing of the key terms relating to out of stock products.

Results

Over a period of six months, average click prices were reduced by 25% whilst monthly spend increased by 125%. Click wastage reduced by 13% whilst the Return on Investment for the campaign as a whole increased by 25%.

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