Metier

The strategy

The brand was relatively new at the time we started to work with them. This is a luxury product so generating sales usually takes place over a longer period of time, so we needed to make sure that adverts were generating the desire to learn more about the luxury products with a view to purchasing over a longer period of time (3-12 months).

We set up product feeds in both Google and Facebook. We also created conversions in Google Ads and Facebook Pixel to ensure that revenue and the return on investment could be calculated.

We set up Google Shopping manual sculpted campaigns so that their budget was pushed towards search terms that would indicate a higher purchase intent. We also improved the searchability of the Google product feed, which is especially important for luxury campaigns to ensure that keywords have a luxury purchase intent.

We used a phased approach on Instagram – taking cold audiences on a journey from product awareness to purchase – and created different campaigns for gender, audience and countries. We also used dynamic remarketing on Instagram to ensure we were bringing people back to the website to purchase products when they have visited the website previously.