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The results were excellent after a 3 month sprint of launching and testing, All Saints spending doubled in European markets (Germany and France) to £200K per month, and generated revenue of £850K, with a ROAS of 3.75x. All Saints were delighted with these results and this fully transformed their European revenue, while setting the foundation for them to expand internationally across Netherlands, the Nordics and beyond, on Google Ads.
This project was whilst I was working at Google. All Saints had achieved good results from their marketing efforts in the UK market. (On average, £900K spending per month, with revenue of £3.6 mill, and ROAS of 4x). However, eCommerce sales in European markets in comparison were minimal and fairly stagnant, (£100K spending per month with revenue of £150K, and ROAS of 1.5x). All Saints were determined to find a way to increase their European market revenue and build a foundation to expand to other European markets in the mid-long term.
Luke created a full funnel strategy to to scale out the European markets. This began with a marketing plan and strategy. For example, using current results and data, which European markets are best aligned to the brand and where are we seeing the best results so far, at Campaign/Ad Group/Keyword and Product level. After analysing all of the metrics, Germany and France proved to be most profitable markets for the scaling strategy. (With a plan in place to expand to Netherlands and the Nordics soon after this.) Initially on Search, Luke created a Generics keyword strategy based on Best Selling products and used Smart Shopping with segmented product groups and their own ROAS targets (High/Mid/Low), in order to improve performance. Additionally, Luke built up audience lists and utilised them to via Display advertising and YouTube to increase brand awareness, reach and drive conversions further down the marketing funnel.
The results were excellent after a 3 month sprint of launching and testing, All Saints spending doubled in European markets (Germany and France) to £200K per month, and generated revenue of £850K, with a ROAS of 3.75x. All Saints were delighted with these results and this fully transformed their European revenue, while setting the foundation for them to expand internationally across Netherlands, the Nordics and beyond, on Google Ads.
Paid Ads,Google Shopping,Paid Ads
Style & Fashion
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Veronica M is a Los Angeles-based women’s fashion brand specializing in boho maxi dresses and jumpsuits. They had a successful wholesale business, but no ecommerce website. I was contracted to launch their ecommerce business, grow their following, and create a new profit center for their company.
The project was to help Nobul improve the conversion rate on the site, particularly at the bottom of the funnel.
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