figleaves.com is the ultimate on-line destination for lingerie, men’s underwear, loungewear, swimwear and much more, attracting 1.2 million website visits worldwide per month and delivering to over 100 countries. The dedicated customer service team offers expert advice and the site also has a free returns service.

“As an integral part of our marketing team, Lakestar McCann have been able to reduce our acquisition costs and increase our sales”.
Julien Shirley, Head of Digital Marketing

Paid Search (PPC)

Brief

The key elements of the client brief were to;

  • Increase revenue generated via the PPC channel
  • Increase the efficiency of the PPC channel to drive more traffic at a lower cost
  • Work to a specific Return on Investment target

Strategy

In order to increase visibility against top performing keywords, a strategy of heavy duty bid management was implemented following an account restructure, whilst simultaneously reducing spend on low performing keywords to optimise Return on Investment.

The creation of highly targeted PPC advertisements in several variations for the whole campaign increased click through rates and provided more targeted traffic to the site. A full review of landing pages meant that traffic generated by PPC advertisements was always directed to the most relevant pages to promote conversion.

Results

  • Increased sales
  • Return on Investment grew significantly
  • Conversion rates have increased
  • Sustained achievement of ROI target