Published by Sue Johns-Chapman
Published Date 23.03.2022 
The team at AYKO are thrilled to announce that their paid media marketing efforts with Ladderstore have been recognised and shortlisted for an award at the upcoming UK Paid Media Awards.
AYKO is one of the largest independent Magento certified & Shopify Plus agencies in Europe with a full service offering, helping clients to evolve and take their ecommerce businesses to the next level.
AYKO were tasked by Ladderstore to evaluate how they could grow Ladderstore’s online revenue through PPC as much as possible, whilst maintaining a minimum Return On Ad Spend, to maintain profitability. Ladderstore subsequently agreed to increase their media investment, reviewed on a monthly basis, allowing AYKO to deliver, and drive a 344% increase in revenue.
Ladderstore was established back in 2004. They strive to provide a safe working at height solution for both business and personal use. Through supplying only certified and approved products on the market, they are able to ensure customers both safe and suitable products as well as maintaining excellent customer service. Their typical audience is made up of males, aged 35-60, looking to buy ladders to support with building work or loft entry, i.e. loft ladders. They have two main audiences which include B2C customers looking to purchase ladders for personal use and B2B customers looking to buy ladders for business purposes.
The strategy developed by AYKO, was to use paid search across Google Ads and Microsoft Ads to drive relevant users searching for ladder related search terms to the site. In order to focus on reaching these users AYKO wanted to implement a strategy which focused on users who were more likely to have a higher average order value which typically aligned more to B2B customers.
The strategy involved using audience data to focus on higher value customers and combining this with machine learning to increase the number of sales and the value of these sales.
This included;
- Reaching the right person – Utilising first party audiences and automation to reach the right person and expanding the keyword reach with broad match.
- Serving the most relevant message – utilising automated ads to increase ad effectiveness.
The plan executed by AYKO involved restructuring Ladderstore’s ad accounts and implementing several new features. This was focused on utilising automated products combined with audience data and better creative. The main changes made to the account include;
- Attribution
- RLSA Audiences
- Auction Time Bidding & Automated bidding
- Smart Shopping
- Responsive Search ads
- Keyword Review
- Broad Match
Following delivering the above strategy, AYKO exceeded Ladderstores ROAS target by 40% and increased sales by 38%. This increased revenue by 301% by increasing spend. This was achieved by increasing the average order value which saw a growth of 191%.
David Potter, Digital Marketing Manager at Ladderstore made the following comments:
“AYKO restructured our PPC account to help boost sales and generate a variety of orders across our different product lines. We’re thrilled to have seen a good mix of products being sold and a much higher value of sales orders too. We are really starting to see the benefits of our PPC strategy and look forward to seeing how it continues to perform.”
By using Google’s best practice in the approach to bidding, account structure, campaign types, and automation, AYKO have exceeded the clients targets. By combining this approach with first party data from offline and online purchases to allow us to improve the type of customer Ladderstore target within a competitive market place, the growth in revenue has been substantial. These results represent a significant increase in revenue all whilst maintaining Ladderstore’s target Return On Ad Spend.
