Serving an 85% increase in ad revenue for Drinkstuff
Serving an 85% increase in ad revenue for Drinkstuff
The barware specialists
Drinkstuff is the go-to retailer for all things barware, glassware, tableware and catering equipment. They have a huge online store, stocking over 18,000 products and counting.
Due to having such a large amount of products, Drinkstuff approached Bulldog while looking for a new partner to support their in-house team. Their main focus was to broaden their paid search horizons.
Industry
Bar & Glassware SuppliesServices
PPCSurviving the pandemics hospitality crash
Our relationship with Drinkstuff started just a few months after the 2020 lockdown. With the majority of their online trade coming from the hospitality industry and other trade accounts, they were in need of a new consumer-focused audience; fast.
Shifting from a brand to generic focus
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’.
Revenue galore! The next rounds on us...
Although a testing time for Drinkstuff, the brand approached us at exactly the right time. Their paid campaign is now the most diverse and optimised it has ever been, catering for Non-Brand Search, Display and Discovery. Combining these networks has resulted in a very generous 10x return on ad spend.
With help from our forward-thinking and fast-acting paid search campaigns, the site saw a 737% increase in revenue through Non-Brand Search. This allowed the store to target both individual consumers and trade accounts, adapting to the shift of the pandemic.
With extra focus on efficiency during the busy Christmas season, Bulldog also welcomed a 309% increase in sales and 187% increase in revenue when compared year on year. This alone proves that, when you respond quickly to change, the results can work in your favour.
"The results we have seen from working with Bulldog speak for themselves, and we have seen huge increases across the board. We have worked with them on producing content and link building to help improve our organic traffic which has also seen great results.
One other thing that I have found to be invaluable while working with Bulldog is their communication and advice. Having investigated other agencies in our search for a PPC partner I often found that they seemed uninterested, and disengaged. Bulldog have open and honest conversations with us, and genuinely seem interested in helping our company achieve our goals."