Throughout the year we tested a variety of shopping, search and display campaigns, with shopping ultimately proving to be the best performer.
At the start we set up both brand and non-brand shopping campaigns. This was a phase during which the shopping feed was restructured and the campaigns began to learn.
We spent time optimizing the legacy search campaign to try and boost performance, as well as creating a DSA campaign to identify new generic keywords to target.
We carried out regular search query and bid adjustments to optimize performance while running regular promotions to maximize sales.
Working alongside the team at Envy Shoes we adjusted our tactics throughout the year and according to the season. We split out the shopping campaigns by seasonal product types, allowing us to easily advertise the best selling products and to utilize Google’s automated bidding software.
Overall we have seen very positive growth since we started work on the account, achieving an overall ROAS of 361% across the 12 months on PPC.
Paid Social Media has proven to be an important digital marketing tactic for Envy Shoes over the course of 2020.
The campaign began by setting up the accounts and creating the first sets of advertising copy. This text was regularly tweaked over the months to continuously optimise the ads and look to build and improve on performance year on year.
The outbreak of Covid-19 required a change to the strategy, with an emphasis placed on more relaxed styles.
Summer months saw a significant increase in promotion of sliders and sandals while slippers and boots were the focus as the year drew to a close.
Lots of best seller and weekend promotions were executed while we also tested targeting the US audience as well as offering a discount to NHS staff.
