The Challenges

Starting as a brand new e-commerce website, Guards London, a small niche businesses providing high quality raincoats to city professionals, wanted to build a brand and online presence by implementing a paid media strategy.

The Solution

PPC accounts were built for their brand and product line using tailored ad copy and pricing extensions. addmustard then manually built a shopping feed alongside a granular shopping campaign that allowed budget allocation based on the products’ limited availability and performance with a quick turnaround. On top of this, a paid social campaign on Facebook and Instagram was set up to generate awareness around key sale periods, focusing on menswear, competitor brands and London fashion interests. 

The core of our strategy was to optimise shopping feed and campaigns, to capitalise on lower CPC’s and higher conversion rate, to reinvest into PPC and Paid Social campaigns to generate further sales and awareness.

The Results

The key to the success was integrating our paid media strategy to the company’s pricing strategy, continuously testing pricing and messaging for conversion rate and optimal ROI. 

Reactive paid media support was also crucial during promotional activities through paid search and also paid social, for events such as Christmas/Boxing Day sales, Outlet sales and Black Friday promotions.

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