“CCL approached We Influence to deliver a complete multi-channel campaign to drive revenue growth across organic and paid channels”
CCL is one of the UK’s leading retailers of gaming desktop PCs, laptops and computer components.
In a crowded and highly-competitive marketplace CCL had been trading consistently, with moderate growth, over a twenty-year period.
Then along came COVID-19
The national lockdowns across the UK spurred a surge in orders for pre-built PCs, custom PCs and a huge range of components.
As a result of this lockdown-induced spending CCL achieved its best ever financial results.
But then the world re-opened and CCL began to fret about a decline in revenue.
Increase in revenue (YoY)
We Influence’s PPC team used a two-pronged approach to drive revenue growth for CCL, focusing on Google Search and Google Shopping.
In terms of Search, the PPC team added over 50 new non-brand search campaigns as well as creating and testing a new search structure. For Google Shopping, we created a bespoke campaign structure which improved ROAS by 25%.
Increase in monthly revenue via Search
increase in monthly revenue via Shopping
We Influence delivered a successful affiliate marketing campaign for CCL by targeting four key groups; product aggregators, CSS partners, closed networks and content sites. The team also addressed some pre-existing issues such as the product feed which was not refreshing frequently enough.
Affiliate network partners,
from an initial 4
Increase in revenue
We Influence’s Paid Social team got CCL into the social game by creating a series of personas to identify key audiences. From there A/B testing was used to determine what types of copy, tone of voice worked best.
With these initial insights, We Influence was able to create a series of social campaigns segmented by new audiences, social engagers and site visitors, with bespoke copy and creative to maximise CTR and CVR.
ROAS target maintained whilst scaling monthly spend
Growth in monthly
A comprehensive website tech audit, combined with ongoing site structure improvements, the creation of new on-page copy and other fundamental technical improvements have considerably improved the overall organic performance of the CCL website.
keyword positions recovered within the first 4 months of work
We Influence also provided CCL with content marketing support, with our in-house copywriter providing optimised copy for high-priority category pages.
This work has contributed to significant ranking improvements for hero category pages, as well as improved visibility, search impressions and organic traffic more generally.