"We have been working with Williams Commerce for about 3 years now and in that time have been instrumental in helping both our websites achieve YoY growth. The team have really endeavored to understand the businesses and then use that knowledge to put together a roadmap that aligns with our KPIs. They are accessible, friendly, easy to work with and keen to please - all of which are very important traits for any marketing agency. I would happily recommend Williams Commerce to any business looking for a new agency."
We helped Trimming Shop, a haberdashery and crafting supplies online store, create a paid media strategy that helped them achieve their goals of boosting ecommerce sales and revenue.Â
The main challenge we faced related to identifying audiences that were most likely to convert and then reaching these users effectively with Trimming Shop advertising. This was particularly important for Trimming Shop’s Green Machine product range as this was highlighted as a priority by the client. We managed to achieve this by advertising across both Google Ads and Pinterest Ads.Â
On Google Ads, we used a combination of Search and PMax campaigns to promote Trimming Shop. The Search campaigns primarily targeted branded searches, with one focussing on new visitors and the other focussing on returning visitors. This ensured that no organic branded conversions were missed out on as having Trimming Shop appear both as a paid search result and an organic search result would help reinforce the brand for the users. Â
A PMax campaign was created to promote the Green Machine product range specifically, due to it being a key opportunity area to drive more online growth. Additionally, we also set up a baseline PMax campaign to promote all other products on the website. Â
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To ensure that the PMax campaigns were targeting the right users and that niche audiences weren’t being overlooked, we created custom audience signals for both PMax campaigns. These used a combination of GA4 data, interests, and detailed demographics to allow the PMax campaigns to build a profile of the type of user that would be likely to convert. These were composed of: Â
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For Pinterest Ads we used a streamlined approach to achieve the best results, using the visual appeal of Trimming Shop’s product range to its full advantage. We did this by creating two campaigns for the account to maximise conversions, a Creative campaign and a Catalogue campaign. Â
The Creative campaign utilises image assets to attract new visitors to the website and generate sales, targeting Pinterest users who have expressed interest in areas such as arts and crafts, haberdashery etc. The Catalogue campaign then retargeted visitors to the site with Catalogue ads displaying the products they browsed whilst they were on the website to make a conversion more likely.Â
Google AdsÂ
The most recent YoY results include:Â Â
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Pinterest AdsÂ
The most recent YoY results include:Â
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2021
Arts & Crafts
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