Solillas are an fast-growing footware and lifestyle brand that have cemented themselves within the UK footwear market with their authentic, hand-made Menorcan sandals and espadrilles, boasting stockists such as Office and Urban Outfitters.
Born out of a love for the Balearic Islands, the brand has continued to expand their product line and are now looking to further grow their UK customer base, whilst also expanding into the US and Australia. Avenue have partnered with Solillas to help bring these business objectives to fruition across the UK and US with International PPC and Google Shopping.
A paid search strategy was implemented targeting both brand and generic terms. With a number of resellers already bidding on the Solillas brand terms, it was imperative that we maximised brand impression share in order to drive more direct sales and not lose these potential sales to competitors.
Higher funnel generic keywords were utilised to help build awareness and drive further sales around terms such as ‘Menorcan Sandals’. In order to continue to re-capture impression share and further build upon the existing UK customer base, Google shopping campaigns were set up targeting a similar brand and generic split. This allowed budget to be more effectively distributed.
A 102% increase in sales from branded terms highlights the effectiveness and importance of having a comprehensive brand strategy in place.
Whilst in-depth ad copy analysis, search query mining and bid management ensure that performance will continue to improve.
PPC, Display, Shopping, Paid Social, Analytics
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