The Dry Drinker
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Elevate UK was selected to take over management of this successful low-alcohol drinks specialist’s Google ads marketing from a well-known competitor agency. The primary task identified was to increase profitability in the face of intense competition from large supermarkets moving aggressively into this space.
Following an audit we considered a 2X increase in return on advertising spend would be achievable. This was agreed with the customer.
How We Did It
The strategy adopted included improving campaign organisation followed by building eight Google Shopping and eight standard search campaigns targeting types of drinks; wine, beer, spirits, and cider. Half the campaigns were generic with brands excluded; half were branded with generic search excluded as far as possible.
Shopping campaigns use single product ad groups to ensure precise relevance between the search and the products on sale. Similarly, search campaigns employ single keyword ad groups. Although this can appear to be a complex set-up, the campaigns are managed using software developed by Elevate to keep this manageable.
Although Google does not encourage this very granular set up. In every test we achieve statistically better performance.