Tiffany Rose

PPC Case Study

Bell helps a British maternity wear retailer to expand internationally.

Exporting British Fashion

The client

Tiffany Rose began in 2003 with a simple aim: to offer pregnant women the chance to wear exciting, elegant, beautiful and well-made designs for special occasions. Every single garment is designed and made in Britain.

In 2013 and again in 2018, Tiffany Rose was named as a winner of The Queen’s Awards for International Trade – the UK’s highest accolade of business success – as a result of their continued growth in international markets.

“We’ve been working with Bell since 2014 on our paid search. On the PPC side they are hands down the best agency I have worked within my 20 years of working online (and in that time I have worked with a few). They are keeping us one step ahead of the changing PPC environment (ETAs, Shopping, etc.), the team is very responsive to our changing demands and of particular value to me is their ability to run global campaigns on a local language basis.”

Christian Robinson
Director - Tiffany Rose

The challenge

Bell was very excited to be appointed by Tiffany Rose in late 2014 to manage their international paid search campaigns with a focus on improved ROI and delivering further international growth through native language campaigns for the first time.

The solution

Bell initially undertook a complete restructure within the first month in order to maximise traffic control, minimise the wasted investments and structure for systematic A/B testing.

The first thematic structure (which included all historic converting search terms) was initially implemented and tested in the UK. Then multilingual campaigns were rolled out internationally.

The new very granular campaign structure allows Bell to create tailored ad copies in line with the keyword theme to ensure high CTRs and Quality Scores. Additionally, campaign-level budgets are adjusted based on the ROI target of each market, campaign, and keyword. As the CPA fell the investment savings made were reinvested into maximising impression share on the best performing keywords to increase their visibility thus sales.

The achievements

The CPA was decreased by 42% and the Sales Conversions increased by 12% YoY. Bell now manages +400 campaigns across 12 markets (Search, Shopping, and Display/Remarketing) for Tiffany Rose.

Check the initial results (Q1 2014 vs Q1 2015):

+49%

Increased CTR across search campaigns

+12%

Increased conversions

+53%

Improved impression share

-42%

Reduced CPA