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Pretty Green

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£1 million return from £45k

Pretty Green is a men's fashion brand intrinsically connected to the music scene, uniting people through a love of music and fashion. When a decision was made to begin advertising across international territories to gain maximum revenue from new collections and sale events across online and in-store traffic, the company turned to Ignition Search for a full optimisation of its AdWords account structure.

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Problems

  • Search impression share below target
  • Low non-branded search conversion rates
  • Low return on investment

Ignition Search steered our paid search strategy with clear objectives and invaluable expertise. With the focus on return on investment, they increased both branded and non-branded online conversions to record levels. Their ability to greatly improve the quality of the product feed, was a key factor in our success. As a result of their performance, we are now rolling out online shopping on an international scale.

Robert Perry, Digital Manager, Pretty Green

Solutions

Due to other high-profile stores selling the same items and bidding on the same terms, it was imperative that we made Pretty Green stand out from the competition. We used brand campaigns to target people who were already aware of the brand and only appeared for Pretty Green terms. We also used non-branded shopping campaigns to help attract new customers who were possibly unaware of Pretty Green but who would be attracted by offers and events.

We paired our conversion rate optimisation audit with analytics data to evaluate the site’s overall performance level and set out to optimise the account for international territories, beginning with English-speaking nations (Canada, US, Australia, Ireland).

To track how our online campaigns influenced in-store visits and subsequent sales we used new beta features introduced by Google, such as promotion extension and store visit conversion tracking. This enabled us to gain a better understanding and therefore adapt quicker to performance metrics.

Results

  • 212.17% increase in transactions
  • 54% increase in ecommerce conversion rate after only 3 months
  • Ecommerce revenue up 299% year-on-year amounting to £1 million in June alone
  • ROI of £22.88 for every pound spent in AdWords

Contact

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Office address

The Triangle,

1 Burton Road,

Sheffield, S3 8BW

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Contact details

0114 272 2444

info@ignitionsearch.co.uk