Stannah are an industry-leading stairlift and homelift manufacturer and we’re proud to have been their digital partner since 2015.
We’ve seen Stannah’s search marketplace become increasingly competitive and therefore increasingly expensive, meaning PPC was becoming a less efficient channel for them in terms of ROI.
However, we also knew that search could be a powerful tool for them – it had always been our most successful channel. We just needed a combination of the right management approach and the right strategy.
By embracing machine learning and AI, we were able to put the day to day management in the hands of the machine – freeing up our experts to do the strategic work that was required to find success across the sales pipeline.
Responding to Shifts in Stannah’s Search Landscape
Search has always been a key part of our digital strategy for Stannah, and since our PPC specialists took over, it has historically driven high lead volumes at an efficient cost.
However, due to changes in market conditions and the search landscape, we were seeing lead volumes stagnate and cost per acquisition increase. The main cause of this was a huge shift in the competitive landscape, due to competitors coming in with much higher search budgets than we’d seen in the past.
The Stannah PPC account was a large account that had grown organically over time to maximise results. However, with this new competitive challenge in the marketplace, our PPC specialists were spending more and more time in the weeds trying to find the tweaks to the account that would return the campaign to levels of success it had seen in the past.
With more and more time spent on these kinds of optimisations, we had less time to take a step back and get a strategic view – meaning it was difficult to look for other opportunities and ways to overcome this challenge.
We needed a fresh approach, and embracing new and emerging search technologies gave us a way to do that. By using machine learning and artificial intelligence, we embarked on a mission to overhaul Stannah’s search campaigns – whilst at the same time freeing up our specialists to make the right strategic decisions to drive greater success for the business.