With the merger of Kitchen Warehouse and Kitchenware Direct, there was a need for a full integration of the two AdWords accounts and support of the joint SEO efforts through paid search advertising.
LOGIC1 were chosen to work with the KWH team during this integration and to create a robust AdWords campaign structure, focused on detail, relevancy, user journey and long-term business goals. In the first months we were challenged with ensuring the traffic levels remain strong, while the long-term objective was to achieve a CPA under AU$18 with Cost of Services to be under 15%.
Approach
Having access to two separate sets of data from each brand’s AdWords account, our initial work focused in in-depth keyword- and ad copy-level analysis. The brand previously used a data SAAS+ PPC management tool that had worked successfully for a time but with unchecked automation, the performance was dropping. We wanted to create a mix of automation and hands-on management.
