The goals set out by the business were:
maintain sales and transaction volumes during the migration period;
increase product visibility and traffic volumes to the new site;
increase visibility and conversion on mobile devices;
maintain strong positions and share of market;
migrate 250,000+ keywords to a new account structure.
addmustard’s strategy included:
ensuring campaign and keyword coverage for all products;
creating tightly aligned keywords and ads;
PPC landing page creation and testing;
split campaigns by match type for more efficient management;
creating strong educational messaging including remarketing for new and returning visitors.
As hoppa had decided to run a soft launch of the site, the team began migrating a handful of campaigns that were historically stable, in terms of traffic volume and conversion, in order to experiment with ad copy, landing pages and bids. This strategy allowed us to plan the full migration strategy based on actual data.
Increased visits by 45% YoY during peak summer period
Increased mobile traffic by 143%
Increased product visibility by 97% YoY
Reduced average CPCs by 10% YoY, while improving average position by 14%
Reduced mobile CPCs by 7.5%, while maintaining an average position of 1.5
Increased overall click through rate by 24%
Increased mobile click through rate by 42%
Increased mobile conversion rate by 20%
Drove 168% more mobile conversions YoY