Founded in 2020, The Way We Live London is a UK lifestyle brand specialising in unique, handcrafted basins and vanity units, putting individuality and exceptional customer experience at the forefront.
From barely surviving to growing and thriving, this PPC campaign completely transformed a small family business, changing lives for the better.
Metric Hub partnered with The Way We Live London in May 2021, during a challenging time for their business. The PPC account was in bad shape with distorted data, and there needed to be a clearer understanding of users’ search intent and the relationship to keywords. The Way We Live London required our expertise and support to recover and transform their PPC account, switching the ‘general hope’ approach to an intelligent, data-led, profitable strategy. Our objectives were simple:
Once achieved, we planned to scale the ad spend, management and ROAS to boost results for our client, achieving even higher satisfaction levels.
While we only had a relatively small budget to work with covering Search, Shopping and Remarketing, we were confident that, used wisely, it would completely transform the business.
MetricHub Digital started by building a new account and removing all non-engagement-based conversions. Next, we built 10 new search campaigns and added Google Shopping, sticking to a ‘1 keyword, 1 Adword’ approach to improve ad relevance and quality score.
We also honed in on a specific audience, conducting extensive research and using geographic data mapped to postcode targeting to see where people were buying.
Our strategy was to increase ROAS from 256% to a target high of £1,8000 and to maintain over 1000% ROAS at all times over the last three months. To achieve this, we focused on the following:
From in-depth keyword analysis, we concluded that the previously identified keyword didn’t accurately describe the client’s products. So, we established a new keyword, using original ideas and competitors’ websites to expand upon it and build a group of variations, keeping long-tail searches in mind.
Smart Shopping proved a critical method for growing revenue for The Way We Live London. Here, we worked on feed management, improving Shopping titles and descriptions to increase visibility and testing with small marketing promotions.
Metric Hub also used Dynamic Remarketing, providing users with different content and offers depending on their time away from the website, including ad sets, engaging blog and website content and special offers for purchase.
Our key to success was our systematic approach, attention to the smallest details, and an ethos of never accepting we had achieved the highest level for our clients. The Way We Live London saw immediate improvements from our first full month of account management, achieving 12 transactions in just 4 weeks, which unlocked additional budget for exploring other avenues and strategies. We saw a slight dip in ROAS during the initial phase, which was to be expected. However, there were drastic improvements to click through rates (CTR) – 46% in June 2021 and 65% in September 2021.
We have also experienced success with the structure of The Way We Live London’s Adwords account and the well-established relationship between the campaign, ad group and keyword. This and the increase in CTRs have improved their Quality Score by 23%.
Increasing the Quality Score contributed to a 63% decrease in overall cost per click over the last 6 months, and this, coupled with removing unwanted traffic with negative keywords, has reduced our client’s spend by 85% in February – September, achieving 2,068% ROAS in September 2021.
I switched to Metric Hub after disasters using 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
