Big Green Smile is an ethical superstore of household cleaning products, beauty and personal care products, baby care and gift items. They operate across the UK and 4 other territories in the EU, namely the Netherlands, Belgium, France and Germany.
We’ve been helping Big Green Smile with on-page SEO to help with digital merchandising on their website for some time now. With thousands of SKUs on this large ecommerce website we’ve been heavily involved in optimising the content on the website so that it appears on as many surfaces as possible and in front of their prospective clients.
We boosted organic click through rates from single figures to double figures, and have maintained this high plateau ever since 🙌
With new listings coming in on a frequent basis, and an historical multi-lingual implementation to unpick, the UK website’s SEO and content optimisation has been a common thread, where the SEO optimisation of the pages also feeds into landing page optimisation for Google Ads purposes too.
It is to this end that we were also asked to ‘babysit’ the Bing and Google Ads when the in-house ads manager was away from the business on holidays. A little like housesitting to feed the cats whilst you are away, but instead, we were tasked with making sure the Google Ads house didn’t burn down whilst he was away!
Eventually, when the in-house ads manager moved on from his job, we were asked to take on this role permanently. At the very outset of this new relationship was the implementation of a CSS partner to help manage the Shopping channels, and that would move inventory in a more AI and automated way across ads campaigns to optimise spend.
A huge initial body of work was Google Merchant Centre management to unstick a lot of SKUs that were stuck in disapprovals… and doing this across 4 languages!
Google Ads is a big driver of revenue for the brand so it’s a daily check in job, cycling through landing page optimisation, title optimisation, account optimisation and the tactical nitty gritty of asset management and data analysis to keep everything running optimally.
We are proud that BGS had ‘the best Black Friday ever’ under our watch and have also clocked up a couple of ‘best month’s ever’ subsequently too, so it’s great to have been part of the journey in the brand’s ambitious growth drive.
The job in hand is to manage 6 ads accounts across Google and Bing, in 4 languages and 2 currencies. With a whole territory ads budget expressed in Sterling, a close watching eye needs to be kept on ROAS, nCPA and overall budget as each month unfolds, whilst also balancing optimisation suggestions in the CSS partner software, the Google Ads software, on the website, and in Google Merchant Centre. It’s safe to say that it’s a juggling act!
Services include: Revamping the Google Ads structure including Google Tag Manager, GA4 set up, conversion tracking and ads account structure. Content marketing is also a key part of the monthly deliverables, investing in SEO-friendly content to improve organic standing for the brands.
The results: SEO performance responded quickly to our on-page SEO work with CTRs that were consistently in single digits doubling within 2 months to double digits CTRs, and then maintaining this higher level of click through. Along with this as a solid organic base for the website, we’ve helped the marketing team deliver a handful of ‘best ever’ months as the past year has unfolded. A multi-disciplinary team effort that helps Google Ads do what Google Ads does best, which is to pick off those customers hanging low on those branches.
If you’d like help with SEO or Google Ads management, please email us on info@destination-digital.co.uk or give us a call on 01629 810199
“Debbie has provided a series of social media workshops for our visitor economy SMEs. The workshops are always extremely well received and content appropriate to the audience. Debbie is a pleasure to work with and I look forward to working together further in the future.“
“The team at Destination Digital are an invaluable asset to our team. They’ve enhanced our PPC and Social Ads strategies and made the advancements of our SEO seamless. Their reports are detailed and they’re always on hand to give an expert opinion. We couldn’t be more pleased to have them as an extension to our Marketing Team. Thanks Team!””
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