One of the UK’s leading suppliers of decorative lighting, Lights4fun wanted the strategic insight and recommendations of an expert search agency to take their digital efforts to new heights. Demonstrating our strategic approach to audiences and a thorough commercial understanding, we were appointed as their digital partner ready to take on peak 2020.
Through a multi-prong search strategy spanning PPC, display, Google Shopping and feed management that saw the majority of their stock sell out, we had hit Lights4fun’s entire Q4 target by the week of Black Friday.
PPC, Display, Shopping, Feed Management, Remarketing
increase to ROAS – achieved 528% vs targeted 450%
increase in transactions
increase in impressions
increase in CTR
increase in clicks
increase in Shopping transactions
Increase YOY revenue by 15%
Acheive minimum ROAS target of 450%
Increase brand awareness within core demographic
When we took on the account, Lights4fun had generic and branded PPC campaigns running across Google and Bing alongside Google Shopping. Taking the time to get to know both their brand and their campaigns, we identified areas for improvement and implemented best practice to ensure maximum account efficiency.
With the existing campaigns in a prime position, our focus turned to preparation for the peak season ahead. Creating festive campaigns, new product groupings including ‘Halloween’ and ‘Christmas’ were formed.
Shopping and Feed Management
Thoroughly segmenting their Google Shopping feed, we created multiple campaigns to ensure greater control, streamlined management and maximise ROI. These included ‘best sellers’, different product categories, products with high stock levels and products fulfilled from a different warehouse location.
To drive conversions, a quality Shopping feed is integral. Optimising the feed, we updated product titles, descriptions, stock location, product value and product type to ensure Google had the best quality data supplied.
Targeting the upper funnel, display connected Lights4fun with prospects, serving relevant and engaging ads to the right people at the right time. Broken down to product category level such as ‘indoor’, ‘outdoor’ and ‘Christmas’, our campaigns were heavily targeted to deliver tailored display ads based on user interests.
With the audience data building, remarketing could then be rolled out bringing users back to the site and leveraging category interests, product views and previously bought items to encourage conversions.
I have been thrilled with the strategic approach from James and the Team from the first meeting they made it clear that data and attention to detail were vitally important to build such fantastic performances during our Christmas peak. They have comprehensively managed every detail of the account, driven quality converting traffic at beyond target efficiency levels. With a short account onboarding period, they quickly and effectively restructured the account, developed an in-depth knowledge of our products and categories and delivered some incredible results for us. Our results are a testament to their hardwork and commitment to us as a client.