In our strategic overhaul of their digital marketing campaigns, we adopted a meticulous approach to drive quick wins while optimising the best-performing campaigns. Recognising the potential pitfalls of abruptly shutting down campaigns, we instead focused on a gradual optimisation process, peeling away unnecessary elements to streamline the accounts that were initially bloated. This method ensured a smoother transition without the typical drastic dip in performance.
A significant aspect of our strategy involved a robust emphasis on the brand in PPC campaigns, strategically targeting wholesale and retail purchasers while actively promoting their D2C offerings. To maximise engagement and conversion opportunities, we implemented retargeting and Advantage+ best practices across both the US and UK markets.
Addressing the challenge of inconsistent tracking and data handling, we undertook a comprehensive audit of Google Analytics 4 (GA4) and Google Tag Manager (GTM). This led to the establishment of a standardised attribution model, making GA4 the singular source of truth for accurate performance evaluation.
To enhance visibility and granular insights, we built a dashboard, facilitating easy monitoring of realtime results and campaign performance.
Taking a bottom-up approach, we meticulously optimised high-intent keywords and audiences to ensure they delivered the highest ROI. On Google, we restructured Performance Max campaigns to align with best practices, addressing overlaps and consolidating efforts. We expanded beyond solely brand-focused campaigns, incorporating more generic terms, resulting in substantial revenue growth. A successful broad match keyword test added £36k in revenue, prompting a strategic shift in our keyword focus.
In the Meta realm, our initial focus on retargeting ensured high-intent audiences were effectively targeted, delivering the highest Return on Ad Spend (ROAS). Building on this success, we seamlessly expanded into Advantage+ using Meta’s best practices, yielding excellent results and further solidifying the brand’s position in the competitive ecommerce landscape.
