Rainbow Club

Rainbow Club is the UK’s leading designer of bridal footwear and accessories, with expertise spanning 30+ years and a reputation for quality.

Innovative PPC Strategy Scales Revenue by 268%

Scaling revenue while maintaining ROAS is no mean feat, but with innovation at heart and a challenger mentality, Metric Hub was ready for the challenge.

01 The Challenge

Metric Hub partnered with Rainbow Club in January 2020 to drive awareness, boost sales, and accelerate revenue growth.

Things took an unexpected turn when the pandemic hit, and the uncertain economic climate significantly impacted the bridal wear market’s sales and growth. However, Rainbow Club had complete confidence in our team and trusted that our expertise in the digital world would get them back on track.

In 2022, the main focus of the PPC campaign was to unlock revenue growth during March-May (the key wedding season in the UK) while maintaining Return on Ad Spend (ROAS). Our campaign objectives reflected this:

To achieve and maintain 2,000% ROAS March-May 2022
To scale revenue growth March-May 22 by 200% on 2021 figures, achieving a target cost per conversion of £5 cost per acquisition (CPA)
Adopting innovative strategies every 2 months to enable Rainbow Club to gain momentum in a highly competitive market sector

02The Strategy

FOCUS ON GOOGLE SHOPPING

As we headed into 2022, the digital strategy for Rainbow Club required a greater focus on Google Shopping to scale revenue away from traditional search campaigns.

From our detailed search intent analysis, we advised Rainbow Club where to focus their campaign budgets for the best performance, allocating a small percentage for top-of-funnel marketing to optimise key search terms and the majority on mid-funnel searches to target more informed users.

Testing confirmed increased conversion rates with the additional support of search ads to improve visible engagements on the first page of Google.

To create impact and increase visibility in Google Shopping, we created short-term Google merchant promotions, seller ratings, and sale prices to stand out with close-match identical products.

Additionally, we updated the image quality to improve visualisation for the end user and optimised the product feed.

DYNAMIC REMARKETING

Metric Hub used Dynamic Remarketing and targeted users with various creative elements, depending on the length away from the site, including different ad sets, engaging blog and website content and special offers.

USER EXPERIENCE

One of our unique campaign tactics was to focus on user experience (UX), carrying out on-site user reviews to determine how we could improve overall conversions.

PERFORMANCE MAX

MetricHub Digital utilised Performance Max for Rainbow Club to improve its audience signals (by adding competitor websites) and branch out to more channels, including YouTube, driving revenue and ROAS.

REVENUE MANAGEMENT

Maintaining ROAS while scaling revenue is challenging. We successfully adopted a brand balance and used negative exclusions to avoid the organic cannibalisation of brand sales.

Additionally, we harnessed the benefits of automation, creating target ROAS in Smart Shopping and Dynamic Search Ads campaigns. Click fraud protection software was implemented to block harmful traffic and protect our client’s budget and PPC data.

03The Result

In 2022, we invested more in Google Shopping and as a result, our Click-Through Rate decreased. However, reaching a wider market reduced our cost per click from £0.61 to £0.20, giving us the freedom to increase transactions with a slightly higher than forecast cost of sale.

As ROAS and sales were positive, our client was happy to increase their investment by a further £3,000, a key component in the strategy to accelerate revenue growth.

With a strategic, data-led approach to PPC and proactive account management, MetricHub Digital increased Rainbow Club’s total revenue by 268% YoY and 50% against the campaign objective, all while maintaining ROAS at over 2000% for the 3-month reporting period – an exceptional feat. In addition, transactions increased 230% YoY – 27% against the forecast.

268% Total Revenue Increase YoY
2003% ROAS
230% Increase in Transactions
67% decrease in headline CPC

Working with Metric Hub is just a great experience. Tom’s knowledge of digital is fantastic, and he has helped us achieve new levels of revenue in 2022.

Rob McCreedie Group Ecommerce Manager Rainbow Club

What our customers say

J-M Prevost

Wealth of expertise. Clear communication. Consistent results.

Naomi Knight

Metrichub Digital create targeted campaigns that reach the right audience and get results.

Duncan Haddrell

Really good service from Tom and his team.

Raj Singh

Positive: Professionalism, Quality, Responsiveness, Value. They are a great business to help with google shopping ads. Tom really takes care of you

J Digital

The expert knowledge and experience at MetricHub shines through in the quality of the results. I couldn't recommend them enough.

Daniel Brown

Lovely team with the knowledge to boot :)

Johni Parker

Postive: Professionalism The team at Metric Hub really know their stuff. Have worked with them for a number of years now, and would highly recommend. 5 Stars.

Nano selfclean

Positive: Professionalism, Quality, Responsiveness, Value. Great company been working with Tom for many years and he always gets the job done, he is also very knowledgeable when it comes to pay per click.

Anthony Stephens

Have had a great experience working with Tom and the team and we're seeing the results of all the hard work being done. Thanks very much!

Ben King

Had a great experience with Tom and the team. Friendly that gets great Google Ads and helped our eCommerce store increase Google Shopping results by a very impression 300%.

Rob McCreedie

We've been with Tom since the launch of Metric Hub and I really wouldn't trust our PPC activities with anyone else. Delivering an amazing ROAS along with super attentive service answering any questions or queries in great time. Highly recommended.

Will Lawrence

We've used Metric Hub for our SEO for almost a year now and they've been great! Our rankings have gone through the roof & we are receiving triple the amount of online enquiries compared to previously. Would recommend!

Martin Rothwell

Having worked with Metric Hub for quite sometime we're delighted with the performance of our accounts. Knowledgeable and creative Tom thinks without constraint and continues to deliver exceptional paid for results. The proof is always in the pudding and our PPC across multiple brands goes from strength to strength delivering the best ROI we have ever seen. Highly recommended.

Mark Vincent

Positive: Professionalism, Quality, Responsiveness, Value. I've spent many years with different agencies and specialists in this area and been unable to move the needle on good quality website traffic. I've been working with Tom for just a few months now and already seeing big results. His data driven, measured and carefully considered approach is really working for me so I can highly recommend Tom.

Sarah Horner-Sigre

I've been with Metric Hub a couple of months now after some disasters using other large agencies. Tom and Georgia understand the very niche nature of my product and business and as such have created and experimented with different campaigns to find the right strategies which are showing good results. They put a lot of time and creative thinking into their approach and are extremely responsive and helpful, taking a much more personalised and bespoke approach to the experience I have had with other agencies.

Claudia Brutti

It's always a pleasure to interact with Metric Hub. We consider them an extension of our team!

Water Garden

Positive: Professionalism, Responsiveness

We've been working with Tom and the Metric Hub team for some time now and with great results. Tom has an exceptional talent for finding trends in data which has led to strong returns on our numerous PPC campaigns.

Ralph Johnson

Metric Hub have been Outstanding! They have excelled in delivering everything they promised. The online advertising provided has really benefited our business. It’s an absolute pleasure working with Tom and Georgia. I highly recommend this company!

Will Gadsby

Tom and the team have been helping us with PPC campaigns for a number of years. They always have an excellent grasp of changes and trends in the industry and we're always very happy with the results, the ROI is consistently better than any other options we've used in the past.

Pete McLaurin

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 over our PPC work. Tom presents and implements clear strategies that make sense and show results. Metric Hub are what I believe a PPC agency should be - accountable, hard working, determined and straight talking.

Dan White

I've been working with Tom for over 6 months now on a PPC E-commerce campaign. The results are great, the communications fast and basically Tom and his team are highly recommended for anyone else who is looking to make the most of their paid marketing budgets.

Gareth Reynolds

Metric Hub have run my firm's google ad words campaign for the past year or so. Our account manager, Georgia, has been outstanding. She reports on progress weekly and is proactive in making suggestions to improve click through rates. I highly recommend.

Scarlet Marketing

Tom at Metric Hub Digital has been in charge of most aspects of our SEO planning and strategy for over a year. We have found his service invaluable and effective throughout this time. Reliable and friendly Metric Hub offers a great service for our National holiday cottage websites. R.H - Director

Hatt Clinic

Tom and his team are doing a great job with our PPC. They take a strategic and thoughful approach to what they do and are a pleasure to work with. I would definitely recommend them to anyone looking for PPC or SEO support.

Valentin Hinov

I've had Metric Hub (and Tom in particular) on our PPC account for a good while now and I've been happy with the results. Once the team understood our requirements and we arrived at a solid strategy the results were immediate. Would recommend them ????

Julian Matthews

Tom and his team did an excellent job getting our new website up and running effectively and efficiently. Thank you

Steve Upperton

We have used Metric Hub for a year now and have seen a real improvement in our website traffic. Love the responsiveness and regular reporting. They keep UpToDate with all the latest updates. Highly recommended!

Interpet Aquatics

We have worked with Tom and the team at MetricHub for a while now on a number of projects and are consistently impressed by their honesty and professionalism, as well as the results achieved.

Rachael Webb

Working with Metric Hub has been a really positive experience. Their PPC campaign has delivered excellent results and helped to grow our business. Would recommend!

Jonathan Prince

We only switched to Metric Hub in June and already have seen our ROAS increase from an average of 9 to nearly 13. Tom and his team communicate clearly and regularly, a very refreshing on the ball agency to work with. A pleasure and highly recommend!

Carl Gilbert

Great team to work with. My account manager Paula was well experienced with Google Ads which helped greatly. She consistently went above and beyond to ensure our campaigns were as effective as possible. I can wholeheartedly recommend Metric Hub for guidance and support for running Google Ads.