Fair Software

Google AdWords Management – Web Development

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AboutThe Client

Fair Software is a British company, originally established in Germany in 2005 as a physical store. Today Fair Software is an online store serving customers all over Europe. Fair Software’s employees have a vast knowledge of Microsoft products and to this end is an established Microsoft Partner.

Fair Software’s primary goal is to have more than 70% of their prices in top 10 coupled with unparalleled service levels.

Fair Software is a web shop focusing on quality Microsoft products at low prices and a high level of service, with the ambition of fully satisfied customers.

“I’ve worked with several agencies and I can honestly say that working with Roy & Dan has been a breath of fresh air. They’ve not only exuded confidence from the outset but backed that up with real results.  I trialled another ‘bigger’ agency to manage my Google Shopping for 3 months and SEO Agency Essex have beaten their results by lowering my CPA dramatically

Their systematic approach and excellent communication has me more than satisfied that I’ve partnered with the right agency. I wouldn’t hesitate to recommend Roy and his team.”

Mohamed Abdel Fattah – Managing Director



About this project

The initial brief was to generally improve ROI through the existing Google AdWords campaigns.  We undertook an AdWords review and identified various areas where we would be able to optimise.

Fair Software had previously been working with another digital marketing agency who had attempted to install conversion tracking but were having numerous technical issues which led to abandoning the task.

We set to work immediately to rectify this as conversion tracking is considered the foundation of any successful campaign. Despite being unfamiliar with the ecommerce platform, conversion tracking was installed in-house within a matter of hours.

Once conversion tracking was successfully installed it meant we were now on the right track to revealing which products were converting into sales via AdWords. Over the coming months bids were optimised, certain aspects of the product pages were improved and ROI started to show month on month signs of improvement.

The increase of sales in the UK market led Fair Software to launch into new regions including Germany, France, Netherlands and Spain. Further development was required to automate the processes for products in the Google Merchant Centre to ensure stock levels were reflected in the associated product feeds. A bespoke solution was developed in-house to deliver the new functionality required.