ghd Paid Social
Amplifying ghd’s international social media presence through an innovative and engaging paid social strategy, tailored to local audiences
The Objectives
Running cost-effective generics campaigns (campaigns targeted at generic keywords) can be a difficult task, so in order to set up a best-in-class strategy, we sought to tailor generic keywords to the Laura Ashley brand and products. As such, our objectives were to:
- Re-build all generics to attract better quality traffic
- Generate conversions through generics
- Achieve positive ROI
- Increase volume of new users to site
The Strategy
We set up a two-pronged strategy which was more comprehensive and focused on the Laura Ashley brand in order to achieve our objectives:
- We developed a long-tail keyword strategy (removing any existing broad terms) based on core categories to focus on
- We ensured our keyword strategy was specific and aligned with the Laura Ashley brand, focusing on areas such as colour, pattern and materials linked to its product line
- We created tailored ad copies which were highly relevant to each product
- We utilised best practice data to develop an innovative approach to achieve a high Quality Score and to increase click-through rate
The Results
We achieved some fantastic results based on the ‘bedding’, ‘cushions’, ‘rugs’ and ‘throws’ categories:
- Last click ROAS went from -48% to 56%
- Clicks increased by 144%
- Average CPC decreased by 39.54%
- CTR increased by 701.50%
- Last click transactions increased by 113.92%
- Last click revenue increased by 350.92%
- New site visitors brought in through paid traffic increased by 16.13%
