Total Conversions from Google Ads alone in 6 months.
Increase in unique link clicks from Facebook Ads.
Increase in revenue across all channels in 18 months.
The Challenge
With Bling London is an e-commerce brand that designs dainty and unique earrings. Unlike many jewellery brands, With Bling offers a range of specific sizes for their earrings to ensure customers can find perfectly fit piercings. In this way, they are unique and offer a range of piercings, from tiny hoops to studs to barbells.
We began working with, With Bling in March 2020 and initially focused on using Facebook and Google advertising to build brand awareness. These efforts saw a 4,212% increase in overall revenue.
Over the past 18 months, we have continued our partnership and focused on keeping the brand ahead of competitors and driving continued improvements in ad performance.
As part of this, we identified and overcome the following challenges;
- Changing Google’s Best Practices meant that we needed to continually optimise and restructure the Google Campaigns.
- The introduction of Performance Max and the move away from Smart Shopping.
- Strategising and implementing adaptive measures to thrive amidst economic uncertainties, shifts in consumer behaviour, and shipping delays.
- A demand for more video-based content for Facebook/Instagram ads when, traditionally, we have focused on static images.
Google Advertising
Google Advertising
Early on in our partnership, we introduced both Search and Shopping campaigns in order to increase our uptake in the market and maximise the opportunity to drive revenue. We have continued to work with the client on these campaigns and scaled the brand’s monthly revenue by 34% in 18 months.
Our strategic focus has gradually shifted from Search campaigns to a more prominent reliance on PMAX. While Search campaigns historically helped us secure space in SERPs and respond to relevant searches, our current emphasis on PMAX is geared towards maximising campaign performance and effectiveness.
Through the PMAX Framework, we continue to leverage the Google Shopping placement, which remains a pivotal factor in enhancing the quality of website visitors. By delivering richer, more informative, and visually appealing content, this campaign ensures that visitors arriving on our website have a stronger and more secure intent to make a purchase. This shift towards PMAX represents a deliberate effort to enhance the overall user experience and engagement.
Our ongoing optimisation efforts encompass a dual strategy of refining successful existing campaigns and introducing new ones. These new campaigns and landing pages are carefully tailored to align precisely with relevant search terms.
Additionally, recognising the potential for complexity in ad accounts over time, we executed a strategic restructuring initiative. This involved segregating the piercing location from the material, a move that not only boosted visibility but also contributed to lowering CPA by honing in on specific aspects of search queries. This strategic adjustment aligns with our overarching goal of achieving greater precision and effectiveness in our campaigns.
The effectiveness of our detail-driven approach is reflected in over 10,000 conversions over the past 6 months from Google Ads alone. Shoppers can now anticipate the exact product they will find on the site from the ad, resulting in a higher conversion rate.
Facebook Advertising
From the inception, we have overseen the management of With Bling’s Facebook and Instagram ad accounts. However, in recent years, owing to IOS14 changes, the overall approach has necessitated adjustments and adaptations.
We implemented fresh creatives, tailored specifically to a variety of target audiences. We were able to identify the most effective messaging and channels through which to target audience members who were new to the brand as well as those who were already familiar with or had previously purchased.
In terms of our Cold Audience, our previous emphasis centred more on Interest-based targeting. However, we have since shifted towards a more effective strategy involving Broad Targeting and Advantage+ Campaigns, yielding positive results for our campaign. Consequently, our current approach prioritises the refinement of ad creatives, involving collaboration with content creators for ad copy development, and a consistent cycle of refreshing both ads and ad copy to ensure ongoing quality.
We also set up a more refined audience and used direct creative to target users further down the marketing funnel. Our target audience at this level included engaged shoppers and people who had previously visited With Bling’s website, Facebook or Instagram page.
With Bling had already placed a great emphasis on customer service and has collected over 14,000 reviews since inception, which helped immensely in building strong social proof.
We also strategically integrated video content into With Bling’s social media campaigns, recognising the increasing importance of visual engagement on platforms like Instagram and Facebook. By creating compelling videos showcasing the jewellery’s unique features, different piercing locations, and overall quality, the agency aimed to capture audience attention, increase brand awareness, and drive engagement. These videos not only served as visually appealing advertisements but also provided valuable information, contributing to informed purchase decisions. The iterative real-time analytics monitoring approach allowed us to fine-tune With Bling’s video content, leading to increased engagement metrics and overall success in driving traffic to the website.
Email Marketing
As a result of the success we have seen from Google and Facebook, we created Email Marketing Funnels to further expand our opportunity to maximise revenue. With Bling already had automated emails in place with Shopify. However, by switching over to Klaviyo, we were able to implement a strategy that we had far more creative control over in terms of both the content of the emails and the schedule at which they were sent out.
By setting up a welcome email flow, we can better capture the interest of new signups and direct them to purchase by offering them information about the brand and products. We also created an abandoned cart flow to ensure that the loss of customers at the checkout is limited.
In utilising this variety of channels we have been able to better connect with potential and existing customers from a variety of angles and capture their intent to buy, thus increasing overall revenue and maximising sales. Furthermore, With Bling’s commitment to investing any profits into growing the brand further made a significant impact in achieving the results.
The Results
Over the past 12 months, we have;
- Delivered a 34% increase in revenue across all channels in 18 months.
- Increased the total number of orders by 37%.
- Increased the number of overall first-time orders by 23.6%.
- Optimised our Meta Ads performance to deliver a 38.11% increase in the number of conversions.
- Identified efficiencies and targeted 45% increase in Google ROAS.
- Driven a 25.85% increase in the number of conversions from Google Ads.
- Delivered over 38 million impressions from Google Ads.
- Increased the number of unique link clicks from Meta Ads by 116.25%.
- Expanded With Bling’s visibility and achieved over 100,000,000 impressions from Meta Ads.
- Introduced new countries including the US, The Netherlands and Ireland to our advertising campaigns to expand the overall reach of the With Bling brand.
