I started working with Designer Glasses Boutique on their Google Ads campaigns in November 2022. The company, which sells a range of designer glasses and sunglasses, had a new website launched in October and sales had dropped to 10-15% of what they were before launch. With online making up about 90% of the business in addition to their Kendal store, they needed to boost traffic and sales quickly.
Starting Point and Goals
At the start of our work together, Designer Glasses Boutique were running two types of Google Ads campaigns: Search and Performance Max (Shopping) Ads. Fiona was keen to also show ads locally to encourage store visits, via a Local Store campaign. The aim of the work was to return online sales to the levels they were before the new site launch and then continue to increase them.
Adjustment and Improvement
Although the ads running prior to May were receiving some clicks and conversions, the results were limited.
In the Search campaign we changed the phrases from generic terms to some more specific search phrases relevant to the products and brands DGB offers. I also added negative phrases for irrelevant search terms, created more ad extensions and created some targeted ad groups towards specific brands that they wanted to promote.
They had previously run Shopping Ad campaigns but recently switched to Performance Max. I created a sales audience profile and custom segment for relevant brands, added sitelink extensions, added imagery and video, and made sure everything was set up correctly in Merchant Centre. And then recommended a budget increase.
The local shop campaign to raise awareness locally was set up using Performance Max with a 10-mile radius and ‘shop visits’ as the account goal.
Results
Since the work started in November 2022, the Performance Max campaign has generated a 6,790% Return on Ad Spend (ROAS). So for every £1 spent in advertising we achieved £67.90 revenue. A common benchmark for ROAS is 4:1 (400%).
The search campaign has also improved in performance from a £53.47 cost per sale to £27.11 i.e., twice as many sales for the same budget, with a 778% ROAS.
And the local store campaign has generated significant leads in terms of store directions and calls.
The ad campaign is generating around 50% of online sales for the business and overall sales have nearly doubled since before the launch.
I approached Charlotte to look at our Google Ads campaign and I have never looked back. The results have been amazing, a fantastic conversion rate, I really couldn’t ask for anymore. We even looked at increasing the budget and the high conversion rate continued.
Any questions have been answered really quickly, Charlotte has great knowledge. I would not hesitate to recommend her. Thank you.
Fiona Berry
Find out more about Designer Glasses Boutique online at www.designerglassesboutique.co.uk.
