Blunts Shoes

Background

Blunts Shoes is a well known high-street footwear company, with several stores across the Midlands. It specialises in branded mens, womens and childrens’ shoes, and enjoy peak performance during their Back-to-School campaigns in August and September.

The client approached us as the account was struggling; so they came looking for our very own Joe after previously enjoying great success when he worked on the account at his previous agency.

Challenge

The account had suffered four consecutive months of decline when we took over, so the immediate challenge was to reverse this decline and improve performance.

This was especially challenging, as the client operates in a highly competitive market selling some of the worlds most well-known and sought after brands. Additionally, as we transitioned to a brand new feed and new campaigns, most of the client’s product data was lost, making the task extremely difficult.

Work

With the account on the downturn, and performance in decline, the immediate challenge was to reverse this, whilst also making the account more profitable. The immediate work involved shifting over to Google Smart Shopping campaigns, and using our feed optimisation software to improve the shopping feed, which itself contains thousands of items in a range of sizes.

We initially enhanced the client’s feed using our shopping feed enhancement software, which enabled us to increase CTR by over 8% in the first month by improving product titles and descriptions which led to more relevant traffic being generated, as well as more impressions on key products.

Following this, we moved some of the existing campaigns over to smart shopping where this would be the best approach, whilst optimising existing shopping campaigns that were working on a smart-bidding target ROAS strategy. Subsequently we were able to analyse the data we had generated within the new campaigns to inform decision making and improve performance even further.

We also pushed hard on remarketing campaigns in order to secure conversions that may otherwise have been lost, given the competitive nature of their industry.

Results

In the first year, considering the pandemic in 2020 had artificially increased their activity, the results have been highly satisfying.

• We were able to increase the overall account ROAS by over 20% in 2021 against the previous year without losing a single penny in revenue.
• In addition, we increased average order value by over 18% by focusing on high-end, in-demand products which yielded the best margin for our client.
• The improvements to the clients feed allowed us to increase CTR by over 31%.
• Finally, we have managed to reduce the client’s average CPC by 5% despite operating in an increasingly competitive market where the cost of a click is generally rising.

Here’s what the client has to say about working with Be Found Be Chosen (and especially Joe!)

We’ve been really impressed with Be Found Be Chosen. They are hungry to help, knowledgeable, able to deliver their promises to us and have given us the ability to prosper on Google Shopping. Overall we are really impressed with what they have achieved so far”

Alex Parker