Thin Lizzy found its success through direct response TV advertising and retail, which led to a surge in online sales starting during the pandemic. Their challenge was how to increase the traffic coming from online as the TV audiences were tailing off.
They had previously partnered with a digital advertising agency to help boost their online presence. However, this did not prove to be gaining traction. They were looking for a partner to upskill the newer team members and scale-out their performance campaigns. They needed a partner with in-depth paid media experience and could keep pace with their agile environment.
As with any new partnership, our first port of call is an advertising and tracking audit. Our clean-up of their analytical suite ensured data was accurate. This allowed us to pinpoint what metrics mattered for the business so that we could build customised dashboards to support their needs.
There was a massive opportunity to increase their ROAS within search and shopping campaigns. We rebuilt and restructured a collection of 30 campaigns and rolled out the STAG methodology to all, optimising their ad groups by adding negative keywords and removing keywords that had no context for the products. We developed a set of category search campaigns testing each for its viability and pressure tested the success to understand where their sweet spot of ROAS sat.
As our partnership progressed, the focus on improving conversion on the site drove our relationship. Our expertise in this area was invaluable to this process. We analysed the traffic flow and opportunities within the conversion funnel and developed a new UX/UI to provide them with a cleaner customer experience. Coupled with a modernised brand strategy, it revitalised the website.