How Pretty Gifted Doubled Their Orders From Google Ads in 1 Year

When it comes to Google Ads, you would expect the specialists at Google to know how to set up an ad account properly. Luckily, Repeat Digital was on hand to save the day!

The Client

Pretty Gifted is a luxury personalised wrapping paper eCommerce company that allows you to personalise your wrapping paper with your own text, colours and icons. They sell their personalised gift wrap on their own website as well as Not On The High Street.

With a range of 11 icons, 5 fonts and 6 colours, you can make what’s on the outside of your gift as individual as what’s on the inside.

Pretty Gifted came to Repeat in October 2018 after having their Google Ads account run poorly by Google themselves.

Key Aims

Starting with an ad spend of £300 per month, Repeat wanted to achieve a positive ROI and achieve a substantial increase in overall customer sales over the first 6 months with our Google Ads management services.

Firstly, we needed to fix the mess that Google had created. This included insignificant conversions that Google had set up. Conversion actions included landing on pages such as the About or Home page, rather than eCommerce sales or enquiries.

Secondly, we needed to provide real data to the client, in order to measure the value of Google Ads and the budget they were spending. Once collected, we could then make conclusions, and improve the account further, focusing on Campaigns, Ad Groups and keywords that were converting into new customers and trackable sales.

The Repeat Digital Strategy

Once we were given the keys to the Pretty Gifted Google Ads account, our first job was to ensure we were tracking relevant interactions as conversions. We set up a conversion for transactions and for phone calls to the Pretty Gifted telephone number.

After that, we got to work on creating campaigns for various occasions, such as Birthdays, Congratulations and Thank You as well as variations of Personalised Wrapping Paper, including Bespoke Gift Wrap and Customised Wrapping Paper.

With the product being a higher ticket item compared to high street wrapping paper stores we wanted to ensure we were targeting consumers looking for high-quality gift wrap and therefore started using keywords for Luxury Personalised Wrapping Paper.

Google Shopping is a must if you want to succeed when advertising for eCommerce. By uploading the eCommerce product feed to Google Shopping, searchers can see the product and price before clicking on an advert, which leads to higher conversion rates and more sales. To increase clicks to the Pretty Gifted site, Repeat added the Pretty Gifted product feed to Google Shopping, ensuring it was kept up to date as well as implementing best practices to bolster sales and generate a great return on investment.

The Outcome

Since taking over the Pretty Gifted Google Ads account in October 2018 we have seen a consistent increase in sales from PPC ads and an improvement in the click-through-rate (CTR) from the search and shopping ads.

Due to the way conversions were tracked prior to Repeat working with Pretty Gifted, the conversion data cannot be used to make a comparison. Instead, we can look at Google Analytics and the number of page views with “order-completed” in the URL to see how the number of sales has increased compared to the previous year.

Pretty Gifted also saw a 15% drop in the bounce rate from Google Ads, from 50% in 2018 to 35% in 2019. This decrease in the bounce rate suggests that the quality of traffic from Google Ads improved as fewer users exited the website having only viewed a single page.

Overall the number of completed orders from Google Ads has increased 113% comparing Oct 2018 – Sep 2019 and the previous 12 months. The number of orders went up from 393 to 838 just in the space of a year!

Moving Forward

Seeing the great success Google Ads has brought Pretty Gifted, we have agreed to start running Pinterest Ads as well as Google Ads. This will be a great way for the business to get in front of customers who already show interest in personalised gifts, specifically wrapping paper.

If you’d like to find out more about how Repeat can run profitable Google Ads for your business, contact us today!