We knew we were working with a strong brand; the challenge was to maximise visibility for the key sale periods and increase direct sales through the UK store.
The first stage was to ensure that relevant audience lists were in place to make use of the brand from a remarketing perspective. This allowed us to deploy different strategies based on where customers were in their lifecycle, improving relevancy of our ad messaging.
We also needed to make sure that the ads themselves were as enticing as possible, therefore we deployed a continuous ad copy testing strategy, making sure we had the optimum set-up going into Herman Miller’s sale period.
A combination of search and shopping campaigns were used during this time. Buying from Herman Miller is a considered purchase so ensuring a breadth of visibility was crucial to the strategy, ensuring we were visible at key times to key people. The remarketing strategy also complemented this approach, driving significant growth in PPC revenue for a very strong ROI.
Making use of other paid channels such as social media to raise brand awareness to a new audience, perhaps un-reachable through Google Ads, was also key. Maintaining a presence helped the continuity of the wider marketing effort and was instrumental in assisting in sales and generating revenue.
And it wasn’t just the PPC channel that benefited from this strategy; Organic revenue enjoyed an uplift of 64.87% over this period, due to the additional PPC and sales activity that was completed from October through to the January sale period.