Reaching new audiences with Paid Adverts
Digital Marketing, Content Marketing, Design, Performance Marketing
OVERVIEW
Gourmade Foods sell frozen from fresh delicious premium ready meals – with a large variety of mains, sides and desserts their customers are spoilt for choice. As a relatively small and new business Gourmade was struggling for a share of the market, one that’s saturated with choice for consumers. White Square Studio introduced Gourmade to the power of search, and social media paid advertising. The addition of paid advertising not only increased their reach with new audiences but injected a boost to their eCommerce sales.
We explored both Facebook (and Instagram) advertising alongside Google Ads for Gourmade – with the understanding of the different opportunities each type of paid advertising has to offer. On one hand Facebook has the potential for conversion but offers more in the way of raising brand awareness, especially as the most prominent area of Gourmade’s key demographic is most active on Facebook. On the other hand we had Google Ads – which we know from experience to be a highly converting source of revenue.
DELIVERABLES
Buyer Persona and Keyword Research
Competitor benchmarking
Set up of Google Ads and Facebook Ads account and campaigns
Creation of multiple Ad styles
Performance optimisation of Audiences and Keywords
Monthly optimisation of bidding, analysis of CPC and Conversion Rates
Monthly reporting on revenue generation
All great search engine marketing (and content marketing too for that matter!) starts with keyword research. We identified the key search terms and phrases and set up Gourmade’s first ever Google Ad. A generic advert focusing on their service as a whole we defined key search phrases such as ‘ready meals delivered’ which were experiencing an increased number of search volumes due to 2020’s pandemic driving more and more consumers towards online shopping for their produce.
Facebook Advertising has a great deal of potential for conversion but it’s most valuable offering is how effective it can be at raising brand awareness, this was crucial for Gourmade as a large key group of their target audience choose Facebook as their social platform of choice. A trap some businesses fall into is only tracking direct sales from platforms such as Facebook Ads – but by looking deeper into the assisted conversions our clients can see the true potential of the reach and influence that can be achieved over a longer period of time.
SOME NUMBERS
Since March 2020, Google Ad’s have accounted for 14% of their online sales, with a Return on Ad Spend (ROAS) of 440.81%. In addition this introduced Gourmade to 13,669 new website users. A powerful tool Gourmade are now looking into increasing their spend, adapting to include Google Merchant/Shopping Ads to increase the capacity of their revenue generation through PPC campaigns.
Facebook Ads has yielded 2,645,193 impressions – with 32,638 visits to their site and introduction to 25,820 new website users.