The Challenge

Based on our audit, we suggested a complete rebuild of the account following Google Ads’ best practices to help grow the account effectively and achieve the desired ROAS target. We also created a new aesthetic design for social which aimed to enhance the visual appeal of the ads.

The first steps were to rebuild the Google Ads account to drive new revenue and maintain a profitable ROAS. The market Polished London occupies is both niche and highly competitive with new and old brands dominating the market with a huge amount of visibility, so a key tactic was to ensure we could stand out amongst the noise. To do this and achieve a profitable ROAS, we went forward with a complete restructure of the Facebooks Ads account.

Our Strategy and Approach

By introducing integrated marketing campaigns, we were able to deliver results from key avenues including Google Search, Google Shopping, Facebook Advertising, and Email Marketing via Klaviyo. Bolstering Polished London’s overall visibility across all arms of digital outreach helped achieve their desire to increase revenue while achieving a profitable ROAS.

Before we took over the Google Ads account, we identified there was a high focus on the branded search campaign. On the surface, it looked like Polished London was performing great; however, this was driving very little new revenue. Working closely with the client, we created a new account structure that focused on broadening the Google Search profile with additional keywords and placing a new focus on Google Shopping. We created individual campaigns for each target category which allowed us to optimise and perform each campaign at a much more granular level than the previous set-up.

Google Shopping Strategy

Google Shopping was another channel identified as having significant potential for growth for Polished London because customers do not need to be familiar with a brand to be interested in clicking their shopping link at the top of SERPs.

The first task was to optimise the product feed using shoptimised.com, adding in key product USPs, and submitting the correct Google product category to aid CTR and visibility within Google Shopping listings. We identified that Polished London had not been working with a Google-verified reviews aggregator and did not have product reviews showing on the Google Shopping listings. Thus, we advised Polished London to use Reviews.io and worked with them to get a product reviews feed submitted to Google to allow these reviews to be shown on Google Shopping Ads. The resulting reviews section had a positive impact on the Google Shopping campaigns, increasing CTR by 28% and lowering averaging CPC by 22%.

Facebook Ads Strategy

Conducting a Facebook Ads audit unearthed an opportunity to utilise lookalike audiences to be used for targeting. Due to a large number of purchases made, Polished London had a strong audience set that they had not previously considered using to this extent. We set up a Product Catalogue Dynamic Remarketing campaign which served ads of the specific products that users had viewed or added to their basket but not purchased within the last 90 days.

Email Marketing Strategy

Performing an email marketing audit brought to light that Polished London had a large database that held good potential to drive extra revenue. This database had never been utilised to its full potential, with only around 40% of all contacts that had received an email. We created a new email template and emailed their whole database, allowing us to then create a new optimised engaged profile segment. This new strategy saw a significant increase in sales via email, with a 1564% increase within the first month of working with us.

Rebuilding Campaigns & Optimum Performance

Within the first 6 months we worked with Polished London, we exceeded all achievable targets for this vertical and changed their ways of working, promoting agility in account management, pushing for a continuous test-and-learn approach, and striving for innovation.

Main Points From Our Google Ads Audit

• Poorly set up Responsive Search Ads
• Broken Sitelink extensions
• Incorrect set-up of Dynamic Ads
• Low keyword QS due to poor ad copy and choice of landing page
• Shopping feed unoptimised – No USPs in titles, not submitting Google product category
• Google ads retargeting tag installed correctly on the site
• Large focus on branded keyword
• Reviews not showing on Google Shopping Products

Facebook Ads Audit Issues

• Not utilising Lookalike Audiences
• Poor Ad Copy
• Stale Ad Creatives
• Lack of A/B testing

Klaviyo Email Marketing Audit Issues

• Not utilising Automation flows
• Never emailed the whole database
• Not using an engaged segment – results in low open rates

Could Brave Supercharge Your Digital Marketing?

If you, like Polished London, have underperforming paid advertising campaigns or email marketing automation that isn’t delivering the returns you should be expecting, why not get in touch with our website development, SEO and PPC agency with a dedicated team of paid ads experts?

With well over 20 years of experience creating, building and optimising ad campaigns for scale-up and enterprises across a multitude of verticals, we have a track record of delivering strategies and digital marketing management with a strong focus on commerciality.