Integrated strategy drives uplift in sales for stone care specialist
Client Overview
Rob Parker’s Best is a specialist eCommerce brand offering high-quality stone solutions, including cleaners, sealers, and algae removers, designed to maintain natural stone. As a sub-brand of Stoneworld, it was created to clarify its message and better target customers looking specifically for stone care and maintenance solutions.
The Brief
Rob Parker’s Best faced several key challenges:
Increasing Product Sales: They wanted to drive more sales through their eCommerce website.
Building Brand Awareness: Following the launch of their new website, they aimed to establish the brand as a standalone entity.
Clarifying Brand Positioning: While connected to Stoneworld, they needed to separate Rob Parker’s Best as a distinct brand to avoid customer confusion.
Reaching New Customer Segments: They aimed to attract not only existing Stoneworld customers but also homeowners with natural stone and contractors looking for stone maintenance solutions.
The Strategy
To address these challenges, we executed a comprehensive paid media strategy:
Google Ads Account Segmentation
We created a separate Google Ads account to differentiate Rob Parker’s Best from Stoneworld, ensuring more precise audience targeting and clearer messaging.
Targeted Campaigns for Best-Selling Products
We identified and promoted the top-selling products based on client priorities, ensuring maximum visibility for high-value items.
Content-Led Search Campaigns
We discovered that many potential customers were searching for terms like “how to remove rust” and “how to remove algae.” Instead of directing these users to product pages, we created and optimised advice pages that educate users while subtly guiding them towards purchasing the recommended products. These pages boosted brand awareness and nurtured leads at the top of the sales funnel.
Google Shopping Campaigns
We set up and optimised Google Shopping campaigns using Google Merchant Centre, connecting the platform to their website. This allowed for highly targeted product ads to appear in search results, directly reaching customers searching for relevant solutions.
Conversion Tracking Implementation
We set up comprehensive conversion tracking to measure the effectiveness of campaigns, track customer journeys, and optimise ad spend for the best ROI.
Display Campaigns for Additional Reach
We launched Display campaigns to extend brand reach, targeting relevant audiences and reinforcing brand presence across multiple touchpoints.
The Results
Our strategic approach delivered measurable success:
Increased Online Sales: More conversions through the website, directly boosting revenue.
Higher Website Traffic: Enhanced brand visibility and audience engagement.
Successful Brand Separation: Established Rob Parker’s Best as a standalone entity within the stone care market.
Effective Launch of the New Campaign: Successfully positioned the sub-brand in the market and reached new customer segments.
Through strategic paid media management, we transformed Rob Parker’s Best into a thriving eCommerce brand, effectively positioning it within the industry and driving meaningful results.
Looking for similar results? Contact us today to optimise your paid media strategy!
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