Threshers

The Thresher Group are the UK's leading drinks retailer and are responsible for Threshers, Wine Rack and The Local.

Did you know that more than half of the UK's population live less than 10 minutes away from one of their stores?

Client's brief

Threshers asked us to set up a Pay per Click Campaign based around their Christmas marketing activity, pushing the sale of their gift vouchers for business to business users.

They looked to us to provide a full campaign management service from targeting the best keywords to reporting on the results.

Here's what we did

The main purpose of the campaign was to drive visitors to the Threshers Vouchers micro site where they could apply for an account, request further information or buy the gift vouchers directly from the site.

We decided to target several different market areas and keyword groups; Business Gifts, Staff Incentives, Gift Vouchers, Champagne Vouchers, Gift Ideas. We felt that each group could offer potential sales of gift vouchers; however some groups offer more potential than others as they were a lot more targeted such as Champagne Gift vouchers.

We set up Google Analytics to measure the direct impact for the different Pay per Click campaigns and their return on investment. We set up goal conversion tracking within Google Analytics to measure the 3 different activities we wanted the users to perform once on the site; apply for an account, request further information or buy the gift vouchers.

We omitted all references to the Threshers brand keywords because of its strong brand presence in the natural search results would have been an unnecessary cost to the campaign.

Our results

Out of all the online marketing activities the Pay per Click Campaign gave the best cost per conversion and produced the most leads. Because we were able to measure the performance of each campaign separately it gave us the ability to adjust the campaigns and spend more money with the best performing campaign. We also stopped the underperforming campaigns too.

Google Analytics also gave Threshers a deeper understanding of their website and the return on investment from all their marketing activities which they never had before.

Website: www.threshers.co.uk.