Work

Capital Hair & Beauty

Digital Marketing / Paid Services

increase revenue and conversions through a comprehensive PPC campaign

Originally founded in 1954, Capital Hair & Beauty has grown to become the UK’s largest supplier to hairdressers, beauty therapists and nail technicians. With a strong standing within the hair and beauty industry, Capital Hair & Beauty is looking to continue its brand growth nationwide.

Affinity iMarketing took over the substantial Capital Hair & Beauty PPC account from an incumbent agency. Upon taking over the account our aim was to increase revenue and conversions through a comprehensive PPC campaign.

 

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32% increase in revenue

amongst PPC users between March and November (9 months of ongoing management) compared to the previous year

 

30% increase in conversion rate

3% increase in order value

The Approach
Our priority was to increase awareness by driving traffic via non-brand terms, to lessen the reliance on existing customers and those already aware of the Capital Hair & Beauty brand. In addition to this, we created a more structured, intelligent retargeting campaign.

The Result

  • Between March and November (9 months of ongoing management) revenue amongst PPC users increased by 32% compared to the previous year
  • The number of sales initiated by PPC increased by 36%
  • The PPC conversion rate increased by 30%
  • Average order value amongst PPC users increased by 3%

The retargeting campaign has proved successful and claws back lost revenue by targeting users who abandon their shopping cart. A separate retargeting approach was also set up, focussing on driving repeat-purchases amongst existing customers, thus increasing customer lifetime value.

To build on this success Affinity iMarketing continues to refine the Capital Hair & Beauty PPC account to ensure it provides the best return on investment possible.

Our website has been an enormously complex project but the team at Affinity have always striven to understand what was required, questioning the business rationale when necessary, helping us to clarify our own thoughts and resulting in a better end product. Karl, Matthew and Joel have been great to work with, always helpful, producing solid coding and quick to deliver bug fixes when necessary. Highly recommended!

 

Phillip Bainbridge, Director, Graphic News
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