Increase in the Total Conversion Value as a result of our Google Advertising in the last 12 months
Return On Ad Spend Using Facebook Ads
Increase in monthly revenue from low 4 figures 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 to their earrings to ensure customers can find piercings that fit them perfectly. In this way, they are quite unique and offer a range of piercings from tiny hoops to studs to barbells.
Upon joining us, the brand had suffered consistent disapproval of their Facebook ads account which we managed to resolve quickly and without any further problems. Although With Bling already had a highly functional website, they were looking to grow their audience, reach and revenue. We were able to assess the existing ads account and use our expertise to implement a successful strategy moving forward.
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 4212% increase in overall revenue and scaled the brand’s revenue by 2,900% in just 18 months.
Over the past 6 months, we have continued our partnership and focused on keeping the brand ahead of competitors during the COVID-19 landscape, and driving continued improvements in ad performance.
As part of this, we identified the following opportunities:
- The Google ads account needed restructuring to make campaign optimisations more effective.
- Keywords were heavily competitive so needed to differentiate ourselves from other brands.
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 and we have continued to work with the client on these campaigns for the last 18 months+. Initially, our campaigns produced a combined ROAS of 3.56 ROAS during the first three weeks of running, and we scaled the brand’s monthly revenue by 2,900% in 18 months.
While our Search campaigns have allowed us to claim space in the SERPs as well as show up in response to relevant searches, the Shopping campaign allowed us to increase the quality of our website visitors by providing richer content that is more informative and visually appealing thus ensuring that customers who land on the website have a more secure intent to purchase.
To combat the new challenges that arose during COVID-19, particularly within our Google Advertising campaigns, we identified that increasing visibility of With Bling’s brand, and improving the relevancy of our targeting would drive increased performance during this period of increased competition, and turbulent customer behaviour.
To achieve this, we optimised existing campaigns that had been running successfully but also introduced new campaigns and created new landing pages that accurately reflected the search term.
Over a long period, ad accounts can become messy and confusing. Therefore, we recently restructured the account, splitting out the piercing location from the material. This allowed us to increase our visibility whilst lowering CPA by ensuring we target both aspects of search queries specifically.
The effectiveness of our detail-driven approach is reflected in a 77.81% increase in total conversions over the past 6 months compared to the previous period. Shoppers now can anticipate exactly the product they will find on the site from the ad, resulting in a higher conversion rate.
Additionally, we created keyword optimised copy for both the Google Ads and ensured our ads were sending users to the most relevant page. For instance, a search for ‘gold helix hoop’ now goes directly to a gold helix hoops landing page rather than a generic helix or gold landing page.
To continue to expand the account, we introduced a new Google Shopping campaign in addition to our previously high performing Shopping campaigns, which capitalised on interest in general earring styles such as hoop earrings. The effectiveness of this campaign enabled us to half our CPA and almost double ROAS compared to the previous Standard Shopping campaign.
This campaign improved visibility for more general terms and, combined with our restructuring optimisations, led to a 12% increase in store sessions over the last 6 months.
Facebook Advertising
In response to the challenges identified, we took over the management of With Bling’s Facebook and Instagram ad accounts and implemented fresh creative 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 or had previously purchased.
In terms of our Cold Audience, we targeted users who had interests in relevant brands or topics including tattoos & piercings, beauty, other jewellery, fashion brands and hair. By setting up this audience we were able to show our ads in a relevant section of the market and increase the quality of our traffic.
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 have collected over 9,000 reviews since starting which helped immensely in building a trusting foundation between the brand and their customers. As a result, we were able to build our campaigns on fertile ground.
We regularly introduced new creative and tested various media formats including slideshow videos, carousel ads, single image ads as well as images of the earrings on and off the ear. By doing so, we were able to identify that which was most effective in driving sales and utilise this information going forward
Email Marketing
As a result of the success we have seen from Google and Facebook, we are currently in the process of setting up 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 will be better able to capture the interests of new signups and direct them to purchase by offering them information about the brand and products. We are also setting up 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
Since working with With Bling London, we have:
- Scaled the brand's monthly revenue 2,900% in 18 months.
- Achieved a 4.62 Facebook ROAS in the first 3 months.
- Implemented optimised Google Shopping Campaigns.
- Achieved a 10% increase in Overall Revenue in the last 6 months between June - September 2021 compared to the previous period.
- Implemented consistent Facebook messaging, taking advantage of key offers.
- Setup sophisticated audience targeting including Facebook Interests and Lookalike Audiences to reach new customers and drive website purchases.
- Worked closely with the internal team of the business in the development of the marketing campaign.
- Increased the Total Conversion value by 83.24% as a result of our Google Advertising in the last 12 months.
- Driven a 12% increase in store sessions over the last 6 months as a result of our Google campaigns.
- Increased Total Conversions on our Google campaigns by 17% in the last 6 months from June - September 2021.
- Drove a 15% increase in Conversion Value in the last 6 months between June - September 2021 compared to the previous period.
- Generated a 78.44% increase in Ad Clicks to 125,743 in the last 6 months.
- Achieved a Click Through Rate of 2.04% in the last 6 months.
