HOW PRETTY GIFTED INCREASED RETURN ON AD SPEND BY 312%

Looking for the perfect paper to add that personal touch to your gifts? Pretty Gifted is where you need to be.

Pretty Gifted create bespoke luxury gift wrapping in a choice of holographic and luxury paper weights. With the ability to upload your own designs, it’s the perfect way to add a bit of personality to your gift wrapping.

Starting with an ad spend of £300 per month, Repeat wanted to achieve a positive ROI and a substantial increase in overall customer sales over the first 6 months.

Firstly, we needed to fix the mess that Google had created. This included insignificant conversions that Google had set up. Conversion actions included landing on pages such as the About or Home page, rather than eCommerce sales or enquiries.

Secondly, we needed to provide real data to the client, in order to measure the value of Google Ads and the budget they were spending. Once collected, we could then make conclusions, and improve the account further, focusing on Campaigns, Ad Groups, and keywords that were converting into new customers and trackable sales.

The strategy

Once we were given the keys to the Pretty Gifted Google Ads account, our first job was to ensure we were tracking relevant interactions as conversions. We set up a conversion for transactions and for phone calls to the Pretty Gifted telephone number.

After that, we got to work on creating PPC campaigns for various occasions, such as Birthdays, Congratulations and Thank You’s, as well as variations for ‘Personalised Wrapping Paper,’ including ‘Bespoke Gift Wrap’ and ‘Customised Wrapping Paper’.

With the product being a higher ticket item compared to high street wrapping paper stores we wanted to ensure we were targeting consumers looking for high-quality gift wrap and therefore started using keywords for ‘Luxury Personalised Wrapping Paper’.

Since taking over the Pretty Gifted Google Ads account in October 2018 we have seen a consistent increase in sales from PPC ads and an improvement in the click-through-rate (CTR) from the search and shopping ads.

Due to the way conversions were tracked previous to Repeat working with Pretty Gifted, the conversion data cannot be used to make a comparison. Instead, we can look at Google Analytics and the number of page views with “order-completed” in the URL to see how the number of sales has increased compared to the previous year.

Looking at the graph below you can see a significant increase from when we took over the account in October 2018, with February 2019 being a fantastic month due to Valentine’s Day sales.

Pretty Gifted also saw a 15% drop in the bounce rate from Google Ads, from 50% in 2018 to 35% in 2019. This decrease in the bounce rate suggests that the quality of traffic from Google Ads improved as fewer users exited the website having only viewed a single page.

Overall the number of completed orders from Google Ads has increased 113% comparing Oct 2018 – Sep 2019 and the previous 12 months. The number of orders went up from 393 to 838 just in the space of a year!

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