With our paid search campaign, we increased revenue by 221% and sales by 107% during Wineware's crucial Christmas trading period.
Wineware had an increased budget to drive pre-Christmas sales before the December delivery cut-off. We worked with their team and identified nine brands within their product range to drive sales. We built the campaigns, including the new PMax campaign, to drive traffic to core product landing pages and continually optimised the budget towards sales and revenue.
We regularly shared the campaign performance with Wineware and kept them updated on any product performance changes. Wineware saw a vast uplift in performance, and as a result, we secured a further 33% of ad spend, which helped us propel revenue beyond expectations.
Key project outcomes
Wineware has been a long-standing partner of the agency. Their products are typically very seasonal, and the Christmas trading period is crucial. In 2021 they ran a similar campaign in-house and didn't see the uplift in revenue they expected, and they were nervous about how 2022 was going to fair.
We spoke with Wineware about providing additional support during this busy trading period to maximise performance. They needed us to provide a continuous line of communication and a flexible approach to our solution and delivery.
The primary campaign goals were to:
- Increase revenue across their main product groups
- Drive a ROAs of at least 200%
We were thrilled with our paid search activity’s outcome during the Christmas run-in. The campaign surpassed our expectations and helped us increase revenue across our primary product groups and drive an impactful ROAS. The success has given us confidence in utilising the channel outside our traditional peak period to drive sales in 2023.
Lynsey Wellman, Owner, Wineware
It was a hugely positive collaboration between the paid search team and Wineware, who were very trusting of our agile approach, and what we delivered. The additional budget helped us far exceed campaign objectives and gave us many learnings for future campaigns - a great project all-round!
Fiona Smithson, Head of Paid Media
We had an initial kick-off call to understand the client's goals and objectives for the campaign, find out any pain points from previous campaigns, and how we might work around them.
Wineware provided a list of products they wanted to target, which we built our campaign around, incorporating the new PMax campaign type. We ensured the shopping feed was up to date and set up the target landing pages to maximise performance.
We were very fluid with the paid search budget and reactive to changes in performance, which allowed us to chase volume and revenue. Wineware trusted our recommendations allowing us to be agile in our approach, which helped the campaign deliver and exceed its objectives.
The campaign results were excellent and went beyond expectations. We saw an uplift across all key metrics and exceeded the revenue and ROAs goals. The campaign delivered a 221% increase in YoY revenue and a 102% increase in sales for a 53% increase in spend.
On top of this, there was a 14% increase in CR% and a 66% increase in new users to the website.
The results have given us and the Wineware team learnings for future campaigns and how we can help map out their paid search strategy for the rest of the year. It also provides the Wineware team confidence that investing in ad spend at the right time of year can see them deliver their business objectives.