Google PPC campaigns doubled GNC’s online sales within one year

Client Name:

GNC, 2009

Services Provided:

Analytics, PPC,

Objective (Summary)

GNC is worldwide the leader in the nutritional supplement industry. For GNC Turkey we set up monthly and sometimes weekly changing Google AdWords campaigns.

Carefully measuring the campaigns and optimizing the account on a daily basis and analyzing the conversion data over Analytics led to a successful SEM with the result of a doubled online sales revenue compared to last years sales numbers .

Our Solution

GNC launched a new website in August 2009 and its primary aim was to boost traffic to this new site. We started of by setting up branding campaigns supporting as well Google image ads displayed on relevant Google content partner sides. Within the first month the traffic to the new site went up by 150%.

After carefully analyzing the website’s traffic sources and conversion data with the help of Google Analytics the next phase was to increase online sales. Every month we decided together with GNC’s Marketing and Sales department on our online sales targets and monthly online advertising spent.

One big challenge here was to predict the seasonality in the shopping behavior of GNC’s existing and potential clients. Each month we had various campaigns and sales offers for the best selling products and/or new products.

Supporting our PPC campaigns we also guided GNC through the process of measuring the Newsletter result of the mailings sent every month to the existing client base and also to doctors.  By working together closely with the marketing executives we were able to increase the monthly sales revenue.

Optimizing the Keywords in the campaigns in combination with the Ad texts was another challenge. After multiple A/B tests it turned out that promoting discounts in the Ad texts worked best for GNC.

Step by step sales generation process with Pay-Per-Click

1. Analytics & Conversion Tracking set up
2. Re-organizing campaigns on a weekly & monthly basis
3. Periodical optimization of keyword and ad text by using conversion statistics from

Results

• Combining Newsletter & Google PPC as online marketing tools helped generate higher sales revenue
• PPC campaigns generated 80% of all online sales

What our client said!

The great thing about Google AdWords is that we can react immediately to the shopping behavior of our clients. If something doesn’t go well we can pull the right strings to put everything back on track. This together with the intense consultancy of Kubix helps us to minimize chances for loss to almost zero.

— Ceyda Mirel – Corporate Communications Assistant