CASE STUDY — Blue Vanilla

Blue Vanilla is a London based women’s fashion brand delivering fast fashion at affordable prices. Working to ensure customers ‘never get bored of new’, the UK based design team delivers a constant flow of new styles to complement the already expansive ranges. The bkluevanilla.com website is designed to offer the best possible shopping experience, helping customers to create their own styles, not just buy fashion.

01 — PPC

The Blue Vanilla team wanted to significantly accelerate the rate of business growth, setting a target to double year-on-year revenue during the next 12 months.

PPC campaigns would need to play a significant role in achieving this, however the campaigns had been beset by a history of problems relating to structure and implementation.

We Influence needed to identify and address the root performance problems that were holding the PPC campaigns back. Our first goal was to achieve profitability. We then needed to scale the campaigns to increase revenue as well.

We conducted a thorough PPC account audit, highlighting the problems that limited performance in the past and laying out an action plan for improvement and growth. The action plan was extensive:

FULL ‘FROM THE GROUND UP REBUILD OF THE ADS ACCOUNT, INCLUDING KEYWORD RESEARCH AND EXPANSION AND AN OVERHAUL OF AD CREATIVE.
IMPLEMENTATION OF NEW CAMPAIGN TARGETING OPTIONS INCLUDING ‘IN-MARKET’ AND DEMOGRAPHIC AUDIENCE TARGETING.
CREATION AND LAUNCH OF CSS (COMPARISON SHOPPING SERVICES) SHOPPING PPC CAMPAIGNS.
EXPANSION OF AD EXTENSION ASSETS SUCH AS SITELINKS, CALLOUTS, PRICE EXTENSIONS AND STRUCTURED SNIPPETS.
IMPLEMENTATION OF BIDDING OPTIMISATION DRIVEN BY MACHINE LEARNING.