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."
Event Decor Shop, an online events and wedding supplier, enlisted Williams Commerce’s expertise to help them devise a paid media strategy that would help them boost their ecommerce sales and revenue, whilst maintaining a baseline ROAS of 800%. This was achieved via a multi-pronged approach using Google Ads and Pinterest Ads.
The main challenge we faced related to promoting Event Decor Shop is a highly competitive online marketplace, so we had to ensure that the products were being promoted effectively and were reaching people who were most likely to convert. Additionally, it was crucial for us to identify which products were generating sales and which categories it would be the easiest for Event Decor Shop to lead in. This was achieved by using a multi-channel approach to make sure that Event Decor Shop was being advertised where it mattered.
On Google Ads, we used a combination of Search and PMax campaigns to promote the online store. The Search campaigns primarily targeted branded searches, with one focussing on new visitors and the other focussing on returning visitors. This ensured that no expected conversions would slip through the cracks as having Event Decor Shop appear both as a paid search result and an organic search result helps to maximise brand reinforcement to the user.
A PMax campaign was created for three of the stand-out product ranges on the website, these being Polyester Tablecloths, Flower Walls, and Backdrop Stands. For the former two, these were categories where Event Decor Shop was able to be competitive on price and appear consistently in the top-ranking ad spots on the Google Shopping network.
For the latter, this is a high-value product range where even low amounts of sales can generate a healthy amount of revenue and ROAS, as well as being a category with a lower amount of competition.
Additionally, we also set up a baseline PMax campaign to promote all products not included in the prior three categories.
For Pinterest Ads we used a streamlined approach to achieve the best results, using the visual appeal of Event Decor 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.
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 wedding inspiration, birthday inspiration, party planning 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.
Google Ads
The most recent YoY results include:
Pinterest Ads
The most recent YoY results include:
2021
Events
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