Devon Duvets hand make beautiful 100% organic wool duvets in the UK and sell across the world as well as being key suppliers to high end retailers such as John Lewis & Harrods. Dick and Pauline are the nicest people you’ll ever meet and they have the most interesting story (involving Channel 4 and Monty Don) about how they started this now thriving business. What we love about them is their dedication to the ethics of their business, when they say Organic, they really mean it (GOT certified), they follow sustainable manufacturing processes and they take good care of their staff ensuring that everything they do is completely ethical. Not only that, but the quality of their craftsmanship is tangible and every duvet, mattress topper, pillow etc is sent out with love plus a lovely little bag of something that smells devine for that personal touch.
Following some changes with technical and marketing suppliers Devon Duvets were referred to us for some help revitalising their online PPC advertising activity. They had been getting some success with these activities in the past but were looking as they always are, to come up with some new ideas and approaches.
The initial work involved some research to establish what had been done before, what worked well, what didn’t and to establish a benchmark for future advertising measurement.
Our keyword research identified some new areas to focus on and our market and competitor analysis told us that a new approach was required to enable this client to compete more effectively.
Devon Duvets have some fierce competition online and many of their competitors were stating the same USP’s as they were, this is often the case for clients and it is frustrating when some competitors are merely using an artistic licence with their content and statements. Getting dragged into a price and promotions war is what often happens unfortunately but is rarely a recommended way forwards.
Having gained a good understanding of the key target audience meant that we needed to focus on these people and their needs entirely and this of course is in line with Devon Duvets ethical strategy.
Having looked in detail at their existing campaigns, various changes were needed plus new campaigns were created. We needed to address issues such as traffic volumes, bounce rate and conversion rate specifically.
We also identified an opportunity from another channel that could be maximised and while this traffic was much smaller in volume, it was proven to be highly targeted and therefore valuable. We created some new campaigns for this aswell and monitored closely.
After just two months of the new ppc advertising strategy in place:
- Sessions from paid search were up by 63%
- Bounce rate from paid search was down by 26%
- Goal completions were up by 57%
The work is ongoing and we look forward to generating even better results.
It is always important when advertising to look at the whole picture and because we have the expertise in house, we are constantly providing recommendations and ideas to our clients. We don’t take our eye off the ball at any point rather we look at other channels and marketing techniques that can be used to enhance a brand and to ultimately generate more success for our clients.