In an unprecedented environment brought on by the COVID-19 Pandemic, TT Liquor whose business is providing in-person cocktail masterclasses for groups of people had to quickly pivot their business due to social distancing and restrictions of movement and gatherings.
In response, they took their masterclasses online and delivered the cocktail kits/boxes to those who signed up, prior to the zoom session. For this campaign, TT Liquor wanted to reach new customers, increase sales and be able to measure the impact of their ad spend.
What we did
- Advertising Services
The second part of TT Liquors strategy involved replacing static display banners with Smart Creatives, which use machine learning to generate an infinite number of visual ads that can be tailored to each customer.
Responsive Display Ads were used to draw upon a pool of its own images, headlines, logos and descriptions to build new banners for each potential ad space. Combining this with Responsive Search Ads meant they could use and test different text combinations to discover which performed best with each audience.
While static display ads have size restrictions, Smart Creatives can be generated to fit any advertising space. This approach allowed Linden Homes to save on creative spend while increasing the number of Google Display Network (GDN) websites their ads could appear on.
Three months after the new ads went live, leads increased by 70%, with the conversion rate increasing by 6.5% to a much healthier 21.3%. The cost per conversion fell by over 14% — from £24 to £19.
One of the misconceptions about Google Ads is that once a campaign is optimised, there’s nothing more that can be done. The continual performance improvements in this campaign show that, actually, even a highly profitable campaign can be squeezed and improved further.
“We had a good level of visitors landing on our website organically as we are in the top 3 listings for our most relevant keywords but we saw an opportunity to grow the business using Search ads on Google. Our revenue in the last 6 months has been our highest to date“Ali Tatton, Director, TT Liquor