As the UK’s biggest retailer of wine by the case and mixed case, Majestic Wine know a thing or two about choice and value. The only wine retailer to offer a free delivery service throughout the UK, the trained palettes at Majestic believe that something as pleasurable as a chilled glass of Chardonnay should be as simple and stress-free as one of their delicious bottles of bubbly.

To make sure that buying a case online doesn’t leave you in serious need of a drink or two before the delivery man has even knocked on your front door, Majestic Wine enlisted the professional expertise of Top Position’s pay per click department to manage their paid search advertising.

Focusing on the underperforming MSN adCenter account, Top Position implemented a streamlined search marketing campaign focusing on increased click through rates, a better ROI and more dynamic advert text. By increasing keyword and advert relevance, reducing bid gaps and bounce rates, the campaign benefited from both short and medium tiered approaches.

While MSN advertisers do not expect to receive the same amount of traffic as a comparable PPC presence on Google or Yahoo, Majestic Wine found that the time needed to effectively manage their advertising was on par with their more profitable accounts. While Google accounted for around 85% of revenue, the MSN account was under hitting but demanding equal hours of loving care.

Top Position’s first step was to assign a dedicated MSN account manager to Majestic, freeing up valuable marketing resources for the retailer. With a trained expert on the case, advert precision was ramped up following an intensive period of competitor analysis and editorial tweaking.

As a drinks company, Majestic Wine had found it difficult to work around MSN’s strict editorial policy. The search engine takes its user experience seriously and insists on human approval of all advert text changes. Any changes to the Majestic advert text had previously resulted in the campaign being offline for as much as two weeks as new content was read, reviewed and approved by real editors. Top Position has turned this around, winning approved advertiser status for the wine merchants, cutting out the lengthy proof reading process and ensuring adverts can be more frequently updated to reflect special offers and new products.

Position monitoring has also become a priority with adverts now typically occupying slots 1-2-3 without dramatically increasing costs. For such a competitive industry, Majestic Wine can now rest assured that their ads are immediately visible to their target demographic.

In just three months, a once underperforming account is now a limber, toned shadow of its former self. With new ad groups, up-to-date offers for new grape varieties and efficient bid management overseen every day, Majestic Wine Warehouse are seeing their MSN pay per click advertising moving more closely in line with other marketing initiatives.

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