Driving up shopping revenue by +800% for a B Corp clothing brand


Finisterre are a pioneering, sustainable outdoors brand, inspiring a love of the sea. B Corp-certified, they pride themselves on designing exceptional products in a responsible and transparent way. They predominantly sell online, but also have a number of retail stores in London, Edinburgh and the South West.

Challenge


Finisterre were looking for a new agency to manage both their paid search and shopping activity.

At the time, search wasn’t performing optimally against other channels, such as social. Finisterre were looking for an integrated search strategy.

Finisterre’s products had a well-defined peak selling period and, whilst they wanted to grow these sales peaks, they also wanted to be able to scale business better outside of these key months.

With international markets in mind, Finisterre were also keen to push search into the EU and USA, and were looking for an agency who could support them with this.

Strategy


Firstly, starting with a solid foundation from which to build, we implemented a restructure of the account, putting in place best practice solutions for search and shopping. This included separating match types to increase transparency of successful keywords. Smart Shopping campaigns were reorganised to more frequently serve higher value products, in order to focus on driving revenue and increasing average order value (AOV).

To boost transparent reporting through optimised product groupings, custom labels were added to Smart Shopping campaigns.

Ad copy build went back to basics, ensuring we had all elements optimised, before moving on to more creative and compelling content, to improve quality scores and ad rank.

Results


801%

increase in shopping revenue YoY

304%

increase in non-brand revenue YoY

180%

increase in non-brand ROAS YoY

The changes implemented across the account increased non-brand revenue by 304% in Q4 2021 against the same period the previous year with non-brand ROAS more than 65% higher than target. Shopping revenue saw an even larger increase, with +801% vs 2020 and a 149% increase to shopping ROAS.
graph showing revenue and ROAS