Gifting Brand PPC Case Study

Sky-Rocketing Google Shopping Performance in Time for Christmas

Making a first impression: Google Shopping set up and driving traffic to the website for Black Friday Sales, achieving over 700% ROAS.

Our approach was to create a strategically crafted PPC campaign together with keyword targeting, to boost instant visibility against core gifting terms, with high transactional intent.

Working closely with the client, we crafted an ad copy that was synonymous with the Gifting Brand’s philosophy and ensured their products were visible on the SERPs (Search Engine Results Pages) and driving sales in time for Black Friday.

With no historical data, we had to accelerate our test and learn approach. Our strategy of search and shopping campaigns extended beyond Google, to maximise reach of the typical over 50s customer. Shopping campaigns were optimised to identify and then segment top performers to leverage positive ROAS over the peak periods and beyond.

Social Media was used two-fold:
1) To build strong audiences for remarketing, as the target audience is very active on social media platforms.
2) To build awareness of the Gifting Brand by targeting relevant interests during the peak period.

This approach complemented the paid search strategy and assisted with conversions and generating revenue for Christmas but will also be a key driver of the success for the year-round strategy.