TOFFS - PPC
- Digital Marketing
Established in 1990, TOFFS are a British-based clothing company. They produce versions of classic rugby and football shirts. Currently, they sell classic kits of over 240 clubs from around the world.
They came to I-COM with the hope of improving and building their brand.
In particular, they wanted us to drive more revenue through a variety of channels, with paid activity a real focus.
We started off the PPC campaigns using just search marketing, soon after branching out into Google Shopping, and this is where we started to see real results.
We broke out the campaigns into product category and have always used manual cost per click (CPC) - as opposed to automatic CPC - as this gives us greater control and simply works better for the client.
Since taking over TOFFS's PPC in 2014, we have increased monthly paid search revenue by 700%:
In 2018, we delivered record year-on-year sales over Black Friday and Christmas, while maintaining the target ROI:
November: +21% increase in revenue
December: +62% increase in revenue