Love Mosaic is the UK’s largest importer of high-quality mosaic tiles for walls and floors, with over 40 years of industry experience and a passion for helping homeowners create their dream living spaces
Tasked with generating results for a brand new website in a relentless marketplace, MetricHub Digital used its knowledge, expertise and drive for innovation to achieve continuous improvements from a small yet mighty PPC campaign.
Metric Hub partnered with Love Mosaic in January 2022 to drive awareness, generate initial sales, and grow revenue from a standing start. Making an impact in such a competitive market would be no easy feat, but as challengers, we were confident in our ability to meet the agreed smart objectives:
The market for mosaic tiles in the UK increased by 105% in the previous 2 years, with an overall market volume between 18,000 – 21,000 searches per month and an average cost per click of £1.72. With a modest budget for PPC, we conducted a detailed search intent analysis to determine where to focus our efforts and how to use the budget wisely to drive the best performance.
To achieve our objectives, we created a tailored strategy made up of 2 phases:
With a new website and zero data, we needed to quickly establish the best converting channel, campaign type, and bid strategy. Phase 1 of our strategy involved establishing baselines in core metrics over the first three months to meet our first objective.
When we achieved the baselines, we moved on to scaling the campaign in Q1 (2022), continuing to provide our clients with detailed metrics of our targets against actuals weekly and monthly.
From initial testing, we identified Google Shopping as the best converting channel, along with 10 best-performing products, which would become the main focus of our PPC campaign during the first 3 months.
Google Search on core product lines supported this. Our tactic was controlling the search and shopping results for one of Love Mosaic’s most popular tile designs and variations. This involved optimising the feed, focusing on core products, running merchant promotions and exploiting the merchant opportunities that prevailed to dominate the space as much as possible.
After the initial testing, we moved to Smart Shopping (now Performance Max) while maintaining a standard campaign for the top-performing product and an additional Dynamic Search campaign with a low CPC catch-all.
Our team of experts carried out extensive keyword research to find similar keywords used to describe Love Mosaic’s popular tile design. We then added these keyword variations to the Google Merchant titles and descriptions. This resulted in a significant increase in visibility from 0%-62% in a single month on these search phrases through Google Shopping.
To create an impact in Google shopping, we used short-term Google Merchant promotions, seller ratings and sale prices to stand out with close match identical products.
We also needed to manage the large volume of search terms generated for the product titles in Standard Shopping. To do this, we developed a vast number of negative keyword lists for the account, which we continue to update weekly.
Through research and testing, we discovered that the market was much more competitive than initially thought, requiring us to adapt our PPC campaign and segment one of Love Mosaic’s most popular product designs and variations to optimise the budget. Our client also increased its media spend by 33% during phase 1 and benefited from a Google Ads credit.
With a strategic, data-led approach to PPC and proactive account management, we generated 62% more revenue for Love Mosaic than initially forecast between January-March 2022, with a ROAS of 365%.
In addition, we scaled the account April-June 2022, achieving a 30% increase in revenue and a 25% increase in ROAS from Q1, plus 52% growth since the start of the campaign.
Both Metric Hub and our client, Love Mosaic, were delighted with the results, which demonstrated ongoing competitive growth across all core PPC metrics. Our team fought hard to achieve them, and meticulous account management was essential to ensure continuous improvement from a small PPC campaign, facing numerous challenges, including the cost of living crisis and aggressive competition.
It’s been an absolute pleasure working with Tom and his team at Metric Hub. Tom’s enthusiasm, knowledge and determination was exactly what I was looking for when looking for an agency to take on our PPC work. Tom presents and implements clear strategies that make sense and show results. MetricHub Digital are what I believe a PPC agency should be - accountable, hard working, determined and straight talking.
