Pippa Campbell Health

The brand wanted to increase opportunities to promote supplement sales with Google ads. 

With a multi-channel marketing approach across organic and paid social, email and PR, they were looking to capture this strong brand awareness and demand by extending the channel mix to Google ads. 

A tech audit was carried out to identify and fix gaps to ensure accurate conversion tracking on the Shopify website and link with other platforms for appointment bookings. The product feed was set up and fully optimised for high-intent search.

Branded search was set up to capture demand and leverage brand awareness from other channels, while measuring overall impact on sales, along with a tight keyword strategy through negative keywords and relevant search terms to eliminate wasted ad spend.

A Performance Max Shopping campaign was set up and optimised for best-selling products – focusing on feed health and management, optimising assets and audience signals- including relevant search terms and competitor urls to improve campaign targeting. The campaign was optimised to ensure spend was maximised on high-value shopping placements and not stealing brand traffic, with clear exclusions in place.

After successful results on sales, the campaign strategy was expanded to include more business goals and secure bookings for high ticket services, by adding a search campaign on Dutch testing, while navigating sensitivities and specialist ad policies- liaising with both Google and international colleagues.