Smiffys Australia

32% more fancy dress sales through Pay Per Click

Based in New South Wales, just outside of Sydney, Smiffys Australia delivers costumes & accessories across Australia with super-fast delivery and tracked services. Already running a Google AdWords search campaign in-house, Smiffys Australia was struggling to make the ROI work and needed to increase the sales it achieved through its fancy dress outlet website for the budget spent.

Outline Strategy

The initial goal for our Pay Per Click team was to address the areas of Smiffys Australia’s budget spend on Google AdWords which were not producing sales at a profitable rate. This was achieved through significantly improving the account structure and ensuring that the tracking and reporting were implemented correctly on the website so that our data was accurate.

Keyword targeting was vastly improved to focus the budget spent on search terms which demonstrated a much greater intent to purchase, such as ‘buy fancy dress.’ More specific keyword searches were also focused on, as Google Analytics showed they were more likely to convert in to sales.

Once optimised and profitable, the strategy was extended to Yahoo and Bing paid search campaigns to attract additional traffic and sales from those search engines too.

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lower cost per sale
more sales
lower cost per sale
more sales


Although campaign spend remained at around the same levels after campaign optimisation, the budget produced far greater results for Smiffys Australia, achieving a 26% reduction in the average cost of each sale and increasing the number of sales by 32%, compared to results from the previous year.

Optimisation of this PPC campaign has continued, gaining a greater share of the search market, with the campaign now focusing more on organic traffic to further increase site visits and sales.

The work on our campaigns has significantly improved the ROI, quickly having a positive impact on the cost per sale by improving the percentage of visitors who actually bought something during the visit to our site.The way Tillison Consulting works suits us perfectly – we have been happy to recommend them to our business contacts and will continue to do so.

John Elston – Web Franchise Manager, Smiffys Australia

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