PAID SEARCH (PPC)

The client wanted REBEL to help grow revenue and return on ad spend year on year on performance max campaigns, to help support their growth plans without reliance on Brand where competition is low. 

About Katie Loxton 

Katie Loxton is an online Accessories brand based in Banbury, offering beautifully personalised handbags, accessories and gifts. 

Designed in the UK, the collection of high quality, vegan leather products are filled with style and were made to add that bit of luxury to everyday.  With its wide range of stylish, quality fashion accessories, Katie Loxton provides timeless and accessible designs that are a joy to own and gift. 

The challenge

The challenge for Katie Loxton was to build on 2022 revenue growth whilst remaining efficient. From a paid search perspective, there was opportunity to improve efficiencies within the Performance max campaigns to support with overall account growth. The aim was to drive higher revenue year on year whilst keeping campaigns as efficient as possible. 

Our approach

The approach was to focus on a more efficient performance max strategy in order to grow the account to minimise generic search activity where cost per click can typically be much higher. 

Whilst performance max campaigns were already in place from August 2022, there was a strong drive ahead of peak 2023 to focus on improvements and efficiencies within these campaigns, using granular segmentation and new features. 

Segmenting campaigns where there was opportunity to push high volume, high performing categories with unique budgets and targets meant more control over performance. Subsequently this allowed for stronger budget allocation and higher performing campaigns. 

Maximising on the asset spaces within each asset group was key to driving stronger ads which could use a variety of placements. Linking to strong YouTube videos and building out peak specific ad copy, utilising strong sale messaging was key to driving an increase in volume. 

Using first party data to support with audience signals added to our strategy of utilising in-market audiences, demographic targeting and keywords to support the campaign in delivering ads to relevant audiences. 

The results

Comparing Q4 2023 Performance max campaign results with Q4 2022 results was a fair analysis so that comparisons are like for like peak periods. Since implementing these changes, Katie Loxton has seen strong efficiencies within the performance max campaigns and across the account. Year on year revenue has improved drastically with higher spends and efficiencies going towards this campaign type. Due to higher volume invested here, there is less reliance on generic search keywords where ROAS is typically lower.