The Dyslexia Shop PPC Campaign
Delivering a 33% Uplift in Conversion Value from PPC Campaigns
Enhancing Efficiency: How The Dyslexia Shop specialised in profitability through a PPC Campaign increasing the Conversion Value and Average Order Value.
The Dyslexia Shop is a specialist national retailer providing educational tools, resources, and assistive products for individuals with dyslexia and related learning difficulties. Catering to parents, educators, and professionals across the UK, Ireland and beyond, the company offers a wide range of products, from books and overlays to software and assistive technology.
By leveraging data-driven advertising, the goal from our partnership was to reach the right audience, families and educators, while maximising ROI through optimised ad campaigns.
The brief
With a mission to support learning accessibility, The Dyslexia Shop sought a paid media strategy to enhance brand awareness, drive targeted traffic, and increase conversions. Their Google Ads account had been neglected, with many auto-applied changes and recommendations impacting performance.
The Dyslexia Shop had the headroom and the desire to re-invest money into the account to gain additional sales – but the account was being limited by bid strategies, targeting and other fundamental components. 7DOTS was tasked with increasing the reach of the account whilst maintaining the level of return being achieved.
The approach
To enhance efficiency and maximise conversions, we restructured our paid media strategy, positioning Performance Max as a key driver. This approach allowed us to leverage cross-channel optimisation, dynamically distributing ad spend across Search, Display, YouTube, Discover, and Gmail to achieve the best possible results.
7DOTS focused on improving the relevancy and quality of the assets that Performance Max campaigns can work with. 7DOTS also segmented the products by profitability, so that future strategies can align with business objectives. By analysing key product data, such as pricing and profit margins, we structured our Performance Max campaigns into distinct segments:
- High-Profit Margin Products – Prioritising items with the highest return.
- Medium-Profit Margin Products – Ensuring an efficient allocation of budget for mid-tier profitability.
- Catch-All Campaign – Promoting the entire catalogue, which ultimately delivered the best overall results.
Certain standout products, including C-Pens and OrCam, emerged as top performers due to their high order value, further driving profitability.
In addition to Performance Max, a Brand-protection Search campaign was introduced to take market share back off competitors. This has increased sales without stealing from organic traffic. We also segmented our existing Non-Brand Campaigns across key product categories, introducing our brand to new audiences who were previously unfamiliar with the brand.
19%
increase in clicks
+36%
increase in average order value (AOV)
+33%
33% increase in conversion value
+67%
67% increase in conversion action (add-to-cart)
The outcome
The strategic adjustments implemented by our team led to significant improvements for The Dyslexia Shop’s paid activity, increasing conversions value and raising the average order value.
In addition, we provide a detailed monthly report with actionable insights, which enables us to tweak campaigns and budgets accordingly we are achieving the optimum performance based on seasonality.
When analysing YoY (January-December 2024 vs January-December 2023), we’ve achieved some incredible results:
- +19% Increase in Clicks
- +24% Increase in Impressions
- +36% Increase in Average Order Value (AOV)
- +33% Increase in Conversion Value
- +67% Increase in Conversion Action (Add-to-cart)
- +60% Increase in Conversion Action (Begin Checkout)
