With JP Orkney being an ecommerce store, it was important to take a 2 pronged approach, using both Google Search and Google Shopping. By ranking at the top for both of these platforms, we could ensure massively increased brand awareness while funnelling high intent traffic. 

As their major focus was “hampers”, our initial point of call was to revamp the website, working with the client to create a landing page specifically for the Google marketing activity. From here, we looked at their store, segmenting the product categories so that we could carry out in depth keyword research in each store segment, discovering what users search behaviour was in each area. From here, we built our initial ‘learning campaigns’, with the sole aim of finding out exactly how users reach and purchase online. 

We carried out the learning phase for just under 3 months. With the wealth of data generated, we were able to greatly refine the account, ridding it of any keyword wastage. The data also then allowed us to prioritise our budget on to those higher performing keywords and ad placements.

As we do with all our e-commerce clients, we also implemented a retargeting campaign, capturing those users who did not convert on their first visit.