The core focus was to improve the efficiency of the existing PPC campaigns. PPC performance had risen significantly, although unnaturally, during the COVID pandemic, and the start of 2022 resulted in a (fully expected) slow-down of online sales as restrictions were lifted. This was coupled with the global supply chain issues that affected many industries.
WRD’s goal was to manage the lower volumes of available traffic and ensure that the campaigns were being as efficient as they could be in regards to balancing cost against revenue, as well as improving the quality and relevancy of users arriving at the site via Paid campaigns.
Performance in 2022 was mapped against 2019 data (pre COVID) in order to avoid the unnatural spikes observed during 2020 and 2021.