We advise with Cambium
The Cambium Group is the home of three leading UK wedding gift list brands: The Wedding Shop (TWS), The Wedding Present Company (WPC) and Prezola (PZA). Whilst TWS and WPC focus on helping engaged couples add practical and stylish gifts to their wedding gift list, PZA looks to enhance that experience by showcasing the opportunity to add honeymoon experiences and cash funds also.
PPC registration project, 2021
The Cambium Group was faced with many challenges due to the wedding industry crisis during Covid-19 which reduced search volume and overall wedding gift lists interest significantly.
Through their research and analysis, our acquisition team advised and targeted a niche audience of engaged couples to achieve high conversion rates via paid social strategies.
Objectives
- Increase initial wedding list sign-up conversion
- Increase the number of products added to wedding lists
- Encourage guests to share list to maximise exposure
Customer acquisition strategy
The Google PPC strategy was put in place to position The Cambium Group above competitors. We focused on improving and optimising the campaigns to reduce CPA and increase performance.
We advised on an always-on approach targeting branded, competitor, honeymoon and wedding gift list search terms. As there is a vast campaign history in the account, the team were able to use a mix of Search, Performance Max and Display campaigns. This meant they were able to reach their audience on multiple channels with varied messaging.
The paid social strategy proposed to tap into new prospecting audiences using a combination of Facebook interest targeting and Google Analytics data. Setting up retargeting ads to catch those who had visited the site but not registered, using the Facebook pixel would also encourage those users to visit the site again. Targeting people who hadn’t added anything to their list yet with re-engagement ads that showed popular products from the site would also encourage couples to return to the site and continue building their lists.
The paid social campaigns also took an always-on approach that encourages engaged users to sign up for a gift list. A re-engagement campaign follows, to target those who have signed up for a list but have not added any products to their list. Finally, a remarketing campaign that targets people who have viewed the website but not signed up for a gift list.
Results
49.78 %
Great success was achieved as registrations increased 49.78% during the Christmas 2021 - Valentines 2022. We saw an extended peak period which meant wedding gift list registrations continued at volume after the Valentines spike.
The always-on activity saw the average CPA drop by 24.81% through constant optimisation and enhancement maximising the impact of budget.
468 %
Introducing retargeting campaigns to both brands has resulted in 340 more registrations for TWS and 326 more for Prezola to date, all of which may not have happened if they were not retargeted with social ads.
Yo3Y (pre-covid), registrations have increased 110% for PZA and 468% for TWS.
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