+

Hi! My name is and I work at

You can contact me via and

Hi! My name is and I want to
add my event, to Silverbean's Calendar.

You can check out the event's website at and you can
get in touch with me via .

Hi! My name is and

my email address is

Here is my and

New business enquiries: 0191 260 0716

General enquiries: 0191 406 1200

New business enquiries:

0191 260 0716

General enquiries:

0191 406 1200

The Pen Shop – PPC

The Pen Shop: Campaign Restructure

THE RESULTS WE ACHIEVED

November 2018 – February 2019 v 2017

  • Paid Revenue increased by 49%
  • Paid average order value (AOV) increased by 61%
  • Paid Non-Brand AOV increased by 62%

The key problem:

The Pen Shop had limited marketing spend and their ad account was failing to meet their revenue targets due to increased online competition year on year.

A twelve-month review showed low value products were spending 20% ad budget to generate 42% conversions – whilst resulting in just 18% revenue.

Who is the client?

Established in 1858 in Newcastle–upon-Tyne, The Pen Shop has grown to become Europe’s largest writing instrument seller, with ten city centre stores throughout the UK. The Pen Shop stocks a vast range of luxury and premium brands such as Montblanc, Caran d’Arche, Graf von Faber Castell & Cross as well as their own brand, Kingsley.

Core objectives of the campaign

  • Removing low value non-key branded products from Google Shopping Ads, and restructuring campaigns to strictly allocate budget to higher value product categories
  • From this, we expected to see a decrease in conversions but an increase in AOV and subsequent revenue

The Silverbean approach to the objective

Strategic

  • Increase AOV of the account to drive more revenue per sale
  • Reduce ad spend on low AOV products

Tactics

  • Identify low AOV product areas within the feed and remove from Google Shopping
  • Restructure campaigns to separate low value items
  • Allocate more budget to higher AOV product categories and brands
  • Enforce strict 12% budget allocation to top brand low value products

61%

Paid AOV

increase

To find out how to drive your business forward with our results-focused campaigns, created to meet your business objectives, speak to Jess or Hannah for a friendly chat today.

TALK TO US TODAY

See how we have helped others...

A Wood Idea - PPC case study

image shows a wood idea logo

This client wanted to generate maximum traffic for their media spend. Read about how we created a 34% reduction in CPC within 3 months!

Read more

Experience Travel Group - PPC case study

Increased levels of competition within the travel industry caused an increase in CPAs, which was the case with this client. Read about how we had a 27% reduction in cost per lead, despite a 119% increase in CPC.

Read more

Image shows Silverbean's client N.Peal, and their cashmere jumpers

N.Peal - PPC case study

image shows npeal logo in grey

Find out how we increased revenue by 423% through a strategic ad campaign.

Read more

This image shows Silverbean's client Explore! adventure holiday

Explore & Visit Costa Rica - PPC case study

Read about how we managed an impressive 7,000+ visits to a specific landing page in this co-branded campaign.

Read more

Contact Us

New business enquiries: 0191 283 6988

General enquiries: 0191 448 7552