As with all ecommerce clients, it’s important to take a multi channel 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. 

Breaking their store down into product categories (red wine, white wine, branded terms etc), we undertook extensive keyword research in each store segment, discovering what users search behaviour was in each area. From here, we built out initial ‘learning campaigns’, with the sole aim of finding out exactly how users reach and purchase online. One of our main goals with this was to see what type of keyword, broad term (eg wine online), vs brand term (eg Philippe Pacalet wine) would convert at a better rate.

Using data found in the learning phase, we were able to massively refine the account, ridding it of any keyword wastage. By having a wealth of click data, we were able to funnel budget into the higher performing keywords and ad placements, along with a host of other optimisations.  

We are now in month 2 of this account, and continue to see massive learning and optimisation opportunities.