the client:

Online Playgrounds are the sister company of Fenland Leisure Products, who have seen over 150 years of family trading. Online Playgrounds sell high quality playground spares and associated products to commercial and domestic audiences through their Magento ecommerce website which affinity designed and developed. We have been working closely with this nationwide business since 2010 and enjoy a close friendship.

the brief:

Find additional sources of revenue, ensuring maximum cost effectiveness. 

the approach:

Affinity opted to use the Google PPC search network with highly targeted campaigns. PPC is an ideal method of driving new customer acquisition with measurable results. Due to the nature of the business, there are large revenue fluctuations every month, as playground equipment tends to follow a seasonal pattern. We therefore planned and executed a PPC strategy which took into account seasonal changes, whilst ensuring maximum results. 

the result:

The Online Playgrounds PPC campaign was successful from the start, providing an on-going, affordable source of new customers and online revenue generation. Through on-going, considered refinement and expansion, affinity have continually reduced the cost per sale whilst increasing overall revenue.

2011 vs 2016:

Cost per Conversion reduced by 86%.

PPC Revenue increased 60%.

Total Return on Ad Spend of 736%.