Serving an 85% increase in ad revenue for Drinkstuff

In the past, Drinkstuff’s marketing campaigns relied heavily on branded terms (which at the time was appropriate for targeting trade accounts). However, due to the hospitality crash and shift in consumer behaviour, this needed to change. In order to reduce the reliance on brand searches, our strategy focused on building visibility and conversions for more generic terms.

1 Enticing new customers through Dynamic Search Ads

With the pandemic forcing everyone to stay at home, we noticed a considerable rise in searches related to home bars and cocktail kits. As these were both areas Drinkstuff excelled in, we performed rapid testing through Dynamic Search Ads to determine the optimal return on ad spend. Through capitalising on the surge in home bars, cocktail making kits and “green” takeaway containers, Drinkstuff got in front of a totally new audience that were ready to buy.

2 Resolving Google Shopping feeds

When it comes to building Google Shopping ads for an ecommerce store as large as Drinkstuff, it’s vital to ensure that there are no discrepancies with the pricing of products and availability. We soon found that many of Drinkstuff’s products came in different pack sizes, which weren’t always in stock at the same time. This resulted in over 20% of the store's products being invalid.

Thanks to the close relationship between our internal teams and Google Reps, along with our technical prowess, Bulldog successfully ironed out any creases and created a fully optimised feed.

3 Increasing efficiency during busy periods

With the uncertainty of lockdown restrictions, the hospitality industry continued to suffer. This continued to pose a threat to Drinkstuff, particularly as their busiest period (Christmas!) was approaching. However, we were one step ahead. We doubled down on efforts to increase campaign efficiency, implementing smart optimisations and expanding on non-branded search focus’.