A Case Study in Pay Per Click Management

EMP UK selected Coast Digital to take over management of their PPC activity. EMP is a pure play store stocking the UK’s largest collection of official TV, movie, gaming and rock & heavy metal merchandise – stocking over 55,000 products.

They tasked us with doubling their return on ad spend (ROAS), reducing cost per acquisition and increasing year-on-year revenue by 150%. For a mature brand that has been growing for some time, this is quite a challenge.

Highlighting the issues

When we initially started working on the account, we completed an extensive audit to help provide focus to our activities. The main issues that were identified included:

  • High spend
  • Low return on ad spend (ROAS)
  • High cost per acquisition (CPA)
  • Low revenue (below client targets) even though the client was spending significant amounts each month

We were tasked with improving performance across the board, particularly with Black Friday and the busy Christmas period fast approaching. This was an extremely important time period for the client commercially, so we were acutely aware that the work we undertook would have to yield positive results quickly.

Using a carefully researched and structured action plan, we set about addressing the problem areas in order to achieve the desired performance.


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