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Editor-in-chief at The Drum

How Miele UK and Circus PPC delivered 575% growth with paid search

Circus PPC was highly commended in the ‘Most effective use of Paid Search’ category at The DADIs 2019 with its campaign for Miele UK. Here, the agency reveals the challenges faced and the strategies used to deliver this successful project.

The challenge

Miele’s vision was to increase both brand awareness and sales of their high quality appliances in the UK. They were already using PPC advertising to great effect in other countries and wanted to do the same here.

A partnership with a previous agency had failed to fulfil their expectations, due to a lack of strong communication and detailed implementation plans, so Miele UK’s account was stagnating; progress was slow, and targets were consistently not being met.

The strategy

Our vision for Miele was centred around three key objectives: improving performance, growing the account and reducing wasted spend.

Our strategy included restructuring the account to present high-volume sales drivers in their own individual campaigns, using advanced bidding and audience techniques to further grow sales where ROI was already high, targeting products more effectively through use of Google Shopping and Shopping CSS Networks, and implementing a branding strategy to improve recognition in the UK.

The campaign

We radically overhauled Miele’s PPC approach, making changes to the keywords used to generate increased high value shopping spend.

We used Google Shopping campaigns to target products more effectively, and created a Bing Ads account to give Miele coverage across both major search engines.

To increase brand recognition, we also introduced both video and display advertising to the existing search and shopping PPC; customers can now see Miele’s unique and powerful products in action.

The results

In the first 12 months of managing Miele’s account we drove record year-on-year increases, providing Miele with their highest revenue and best performance on record. Each month we’ve continued to beat the comparative month’s revenue and ROI from the previous year by strong margins. Organic revenue has grown in conjunction with PPC, and since we began managing their PPC account, Miele’s UK market has outperformed their other markets around the world.

  • 575% Revenue Increase
  • 511% Increase in Brand Searches
  • 275% Increase in ROI

“Partnership is really important to us, and having someone who fundamentally understands how Google works and is an accredited Partner was one of the key reasons why we chose to pursue a relationship with Circus. Circus have been a breath of fresh air and I’d definitely recommend them –they’re a fantastic company to work with.” - Steve Broodryk-Digital Marketing Executive, Miele UK

This project was highly commended at The DADIs 2019. Click here to register your interest in 2020's awards.

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