Integrating search advertising and pay per click (PPC) with its PR, has allowed one London retailer to grow its sales by 50% in just three months.
Aurora London is an online boutique which sells luxury handbags of designer quality to discerning customers, without the associated price tag. Established in 2013 by marketers Sarah Auerbach and Devina DiCarlo, the duo turned to global one-to-one marketing specialist, Clicksco Group in August 2017, to launch a digital advertising campaign to tie in with its new website launch.
“This summer, after investing in a new Magento ecommerce website that had better payment functionality, we felt it was an appropriate time to put more marketing force behind the business,” explains managing partner, Sarah Auerbach.
“Both Devina and I have a background in marketing and PR, so we knew as an online retailer, we’d need to put some of our efforts into digital advertising. We tested a few campaigns in-house, via Facebook, but that didn’t provide the return we were expecting, so we decided to call in the experts.”
Recognising that PPC and search offered more immediate and better qualified leads directly to their online store, but nervous to engage an agency in the notoriously inconsistent sector, Sarah and Devina were introduced to Clicksco.
Renowned for its data management, customer lead generation, web search and affiliate marketing services, working alongside partners including Google, Facebook and Yahoo, Clicksco employs over 150 people in operations spanning nine countries.
Sarah continues: “When we first met the team at Clicksco we were concerned we were too small for them as they have a global network of offices and work with some really big brands, but as we soon learnt, having that 24/7 support has really worked to our advantage.
“In addition to our hardworking PR activity, social media presence and very capable new website, the search campaigns and PPC have proved really fruitful. Clicksco continually trials new ads and terms while getting the best cost per clicks and acquisitions and high conversion rates, plus by geo-targeting our ABC1 audiences in key areas, we’ve grown a very loyal database of repeat purchasing customers. We’re overjoyed to see, thanks to our combined marketing efforts, in the first three months our sales increased by 50%.”
Utilising the highly visual appeal of Aurora London’s product portfolio, Clicksco implemented Google shopping ads while Google text ads were used to drive volume and capture brand searches resulting from PR activity.
With all tools benefitting from Clicksco’s Carbon technology – which uses artificial intelligence and machine learning to collect and analyse data from over three million new unique users per day to understand customer behaviour and intent, each ad was matched to the most relevant customers.
Enjoying a 3.7% peak on conversion rates, 1% higher than the international average on Google AdWords, Aurora London will shortly be trialing Clicksco’s abandon cart mechanism to follow up with potential customers who drop-off the sales journey before completing a purchase.
Pete Danks, chief marketing officer at Clicksco Group, adds: “Many SMEs don’t believe they have the budget to outsource their digital advertising campaigns but as Aurora London has shown, making the investment helps grow bottom line sales.
“While the majority of its sales are UK based, with some in Europe, our data management platform Carbon will build clearer, robust customer profiles to support future marketing campaigns into 2018; helping Aurora London to continue to grow its customer network and even make its brand ambitions to enter new markets, a reality.”