- Client: Big Green Egg
- Service Provided: PPC, Display Advertising, Landing Page Design
- Results: 5.8% conversion rate and 2400% return on ad spend
Big Green Egg enjoys its status as the leading kamado-styled ceramic barbeque worldwide, selling their products through the company website in addition to reputable retailers such as John Lewis, since the company’s founding in 1974.
Big Green Egg UK came to QliQ for assistance in building their digital presence and brand awareness through the provision of an effective Google AdWords campaign and bespoke microsite.
Improvements in both retail and direct sales were key. QliQ provided this to Big Green Egg UK through a powerful and precise Pay Per Click campaign, involving the creation of a tailored website with which to convey the strengths of the product and brand to customers shopping in an already crowded and competitive market.
It couldn’t be just any campaign. It was vital that the Pay Per Click work was highly engaging so as to increase brand awareness and tap into unaware potential customers within a specific demographic that was defined by their income and lifestyle.
What We Did
First, the microsite. QliQ’s expert team got to work immediately, creating a suitable single-page, campaign-specific website to engage with new customers. By driving traffic from highly targeted Pay Per Click advertising, interest from new customers was ensured by offering free entry to a competition requiring an exchange of personal information. The winners would be those who submitted the best/wackiest barbecue receipt ideas.
Advertising continued even after the competition entry was complete, ensuring that site visitors would see promotional banner ads relating to the brand story of Big Green Egg. With QliQ managing the full process, a high quality of work was maintained from the creation of HTML5 banner ads through to media buying and ad placement.
Only the most relevant locations for banner advertising were chosen. By targeting relevant and high authority websites such as those dedicated to food-lovers, QliQ ensured the generation of interest (and subsequent purchase) with a tightly defined and appropriate audience.
What We Achieved
The campaign initially suffered from success! So effective was the ad targeting that caps were put in place to ensure an appropriate limit on exposure to potential customers.
With over 1.1 million impressions achieved for Big Green Egg, a fantastic figure of over 3,00 site visitors and a 5.87% conversion rate was achieved.
But that wasn’t all. QliQ was responsible for many other PPC marketing campaigns over a two-year period. These campaigns generated millions of ad impressions and thousands of sales. Combined with the other campaigns managed by QliQ, Big Green Egg achieved a return on ad spend of over 2400%.