DATE
2024
Garden Trading
Utilising Paid Social Advertising and Organic SEO to unlock an additional £2.2m in sales through Garden Trading.
Results:
£2.2m additional sales in 2024
Average Yearly Return on Ad Spend of 19 (+35% YoY)
53% increase in site traffic (SEO)
601 Google Top 3 Keywords
1,889 Google Top 10 Keywords
Paid Social
SEO
Services
SEO, Paid Social Advertising
Category
ECommerce
Client
Garden Trading
Driving Sales through Garden Trading's Paid Social
When Audience first started working with Garden Trading, the account structure allowed for little control. All campaigns were set up as Advantage+ at category level, blurring the lines between prospecting and retargeting and hindering the ability to effectively move customers through a sales funnel.
Adopting a full funnel approach
Introduction of a new campaign structure allowed us to regain control of targeting and implement a new, controllable customer journey.
Top of funnel awareness campaigns serving brand centric creative were deployed, harvesting site clicks and driving social media engagements.
Middle Funnel sales campaigns were established based on customer behaviour including Social media engagements adding a commercial purpose to their Organic Social Media strategy.
Bottom Funnel sales campaigns retargeted customers who had previously bought from the brand, reintroducing new products and pushing lifetime value.
Finally a Focus Campaign was established, to push priority messaging and active sales and discounts, without detracting from full margin products contained within the rest of the funnel.
Optimising catalogue creatives to push average order value
Allowing Meta room for it's machine learning within creative deployment, all sales based ads were largely set up utilising dynamic feeds - meaning Meta was most likely to serve products the customer was most likely to buy. To ensure optimum product delivery, research was conducted to ascertain the optimum price point for which a customer was likely to purchase through Paid Social, with creatives only delivering these products.
Developing creatives to challenge customer objection
Similar research was conducted in lower funnel segments, addressing user behaviour as to why they wouldn't complete the purchase which was filtered into 3 segments:
Lack of trust
Price objections
Too much choice
Bespoke creatives were then developed to address these points including TrustPilot reviews, "Less than £XX" product collections and "Browse our best sellers"
The resullts:
£2.2m additional sales in 2024
Average Yearly Return on Ad Spend of 19 (+35% YoY)
Unlocking growth through Google Search
Taking on Garden Trading as a client just after they had been through a change in ownership and experienced a recent replatforming of its website, Garden Trading required an organic strategy to not only restore healthy organic traffic numbers to their website but continue to grow it to above that of their competitors.
After a full site SEO audit, opportunities for recovery and growth were identified and actions proposed. Through smart keyword research and a robust content strategy, category and product pages were built out to provide an optimised landing page experience, raising Garden Trading’s e-commerce pages’ positions on Search Engine Results Pages (SERPs) compared to their competitors.
Focussed efforts on only relevant traffic
Identifying keyword battlegrounds and targeting only relevant traffic increased the total number of Garden Trading’s top 3 ranking keywords from 278 in April 2023 to 601 in 2024, over doubling in the space of a year. For keywords ranking in the 4th – 10th position, a similar improvement was shown, going from 881 in April 2023 to 1,889 in 2024.
Our organic strategy took Garden Trading’s organic traffic from 53k monthly visitors to 81k within the space of a year, an increase of 53%.
