Project Information
Project Overview:
Bird Eyewear is a UK based company offering sustainable eyewear. They are the first UK eyewear company to become a certified B Corp. Bird Eyewear began working with Online Essentials SEM, specifically with director Susan Richards-Benson, in 2020 to help Bird Eyewear develop their online paid search and paid social strategy. We developed an integrated digital marketing campaign focused on increasing web sales, promoting brand awareness, and driving revenue using Paid Search and Social Media advertising.
Challenge:
Bird Eyewear focuses on sustainable eyewear. Their products are environmentally friendly, and built to last. The marketplace for eyewear is competitive, and can prove very cost-ineffective if an appropriate strategy is not applied.
Solution:
By analyzing and understanding the competitive landscape, Online Essentials SEM developed a multi-channel paid search campaign to drive lead generation. The strategic digital plan utilized Google Ads pay-per-click media, across search, display and ecommerce. This was complemented by paid social ads, using a combination of prospecting and retargeting.
Audience signals, keywords, demographic data, platform and device usage were combined in a results-oriented paid strategy campaign, pushing 41% growth in onsite transactions from Q1&2, 2021 to Q1&2, 2022 for Bird Eyewear.
Using audience signals layered along with other data points, we saw 41% growth in transactions online.
Results:
Results were achieved by creating tightly targeted multi-channel paid search campaigns for specific eyewear and sunglass related keywords and audiences. Data below is based on Google Analytics for Q1&2, 2022 vs. Q1&2, 2021.
Our integrated paid search strategy for Bird Eyewear, a pioneering UK sustainable eyewear brand, achieved a 41% increase in onsite transactions and a 118% improvement in conversion rate from Q1&2 2021 to Q1&2 2022. By leveraging a multi-channel approach across Google Ads and paid social media, we implemented a precise, data-driven campaign targeting key audiences and keywords. This strategy not only boosted sales but also enhanced user engagement, supporting Bird Eyewear’s growth in a competitive market.
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