Pretty Green is a men’s fashion brand that is 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 and 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.
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.
Due to other high-profile stores selling the same items and bidding on the same terms, it was key that we made Pretty Green stand out. 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 likely unaware of Pretty Green but 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 focusing on international territories, beginning with English speakers (Canada, US, AUS, Ireland etc.).
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, allowing us to better understand and adapt faster to performance metrics.
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