Increased impressions by 63% across our Google campaigns.
Decreased the average Cost Per Click by 26.81%.
Generated a 393.42% increase in clicks across the period of advertising.
The Challenge
The Cheese Lady is an independent cheese maker based in Scotland that specialises in farmhouse and artisan cheese. They have a unique online offering, ranging from French cheese to their native Scottish speciality and even a monthly cheese subscription.
Having seen success on a small scale, The Cheese Lady wanted to expand their advertising nationally in order to increase brand awareness and drive sales. However, before we could start running any campaigns, we needed to identify their target audience and find the right platform for their product. We also needed to understand which search terms people were using that would have a high purchase intent for their products.
Through our initial analysis, we recognised the following challenges:
- With limited advertising history, we needed to devise and test new platforms and campaign types.
- The product is considered a luxury item, so we needed to target an audience that would invest in luxury goods.
- We would need to find a middle ground between low-volume high-intent keywords and the high volume keywords due to the fact that we may not be able to compete due to a limited budget against a larger competitors.
- We needed to identify the best-selling products on Google to be able to create product-focused ads.
The Solution
When The Cheese Lady first joined us, we started working on a Facebook Advertising campaign. We tried and tested different Paid Social strategies but saw limited success on this platform. We determined that with this luxury product offering, we needed to find an audience with a higher intent to purchase this kind of product. As a result, we decided to pivot our efforts towards Google Advertising and use our learnings to devise an effective PPC strategy.
Before we launched our Google Search campaigns, our first step was identifying the most valuable customer profile and ensuring the targeting delivered optimised ads at the most appropriate time. Our initial research identified our target audience as people in their thirties who enjoy cheese and friend/family gatherings. We used this as a basis to establish their needs and possible search keywords that we could target. We identified a large range of potential keywords but ultimately decided to focus on a smaller selection of the most popular products and cheese delivery services.
We also conducted industry research to establish clear USPs that differentiate The Cheese Lady from its competitors. Once our ad groups were up and running, we quickly established the best-performing ad groups and removed any low-performing ad groups. This enabled us to refine our keywords further and make the best use of a limited advertising budget.
Having seen success with our Paid Search campaign, we decided to expand into other areas of Google Advertising. We knew that The Cheese Lady’s mouth-watering, premium products would be well-suited to the more visual nature of Google Shopping Ads, so this was a natural choice. We launched a PMAX Shopping campaign using client imagery and our own ad copy that we created based on the best-performing keywords in the search campaign. We set up audiences based on previous customers and people interested in specific keywords. In no time, the PMAX campaign started delivering great results at a low CPA. Therefore, we agreed to pause the Search sales campaign and decided only to keep the Brand Search campaign and the PMAX Shopping campaign.
Moving into the year’s final quarter, we started discussing the business’s plans for Black Friday. We identified Black Friday as a significant opportunity to increase both sales and awareness. The Cheese Lady agreed to run a 10% Off sale for a week and saw amazing results. The business saw an increase in overall sales of more than 100% compared to the same period last year and a ROAS of 18.37 across our PPC campaigns. This was a highly successful period for the client – they even needed to pause ads starting in December due to having too many orders!
Summary
Over a four-month period, we were able to:
- We established a collaborative relationship which lead to a successful outcome across our marketing activites.
- Achieve an average CPC of £0.30, a 26.81% decrease compared to the previous period.
- Increase impressions by 63% across our Google campaigns.
- Increased the number of total conversions by 175.47%.
- Over a 7-day period, our ads generated 145,289 impressions, a ROAS of 18.37, a Search impression share of 97.21% and a conversion rate of 7.56% (57.76% increase on the previous period).
- Generate an overall ROAS of 8.12, a 296.47% increase compared to the previous period.
- Generate a 393.42% increase in clicks across the period of advertising.
- Increase conversion value by 1,332.01%.