Ortak meticulously handcrafts exquisite jewellery in their state-of-the-art workshop nestled in the City & Royal Burgh of Kirkwall on the picturesque Orkney Islands.

Their highly skilled workforce, boasting over 200 years of combined expertise in jewellery manufacturing, meticulously handcrafts stunning pieces in silver and gold, adorned with diamonds and semi-precious stones, drawing inspiration from the rich tapestry of Scottish artists throughout history.

Challenge

Even though the brand is known in lands as far afield as America, Ortak were historically reliant on seasonal trade to their physical shop in Orkney, Scotland. They had previously tried advertising with Google but had struggled to make it profitable and challenged us to prove the channel worthy of ongoing investment.

Our initial objective was to achieve a 7 fold return on advertising spend (ROAS) from an economical budget.

Strategy

Ortak had not previously run a Google Shopping campaign, so we had to set up a Merchant Centre account, shopping feed, and the appropriate tracking before we could get started. The feed was quickly approved and highlighted a list of optimisations we would need to work on throughout the campaign

Initial keyword research also highlighted the volume and opportunity in brand searches. By targeting longer tail searches, we set up a brand+type search campaign to target the best-selling categories. This proved to be an immediate success and provided us with a solid foundation for further campaigns.

Trialling broad shopping campaigns across all categories enabled us to refine the conversion of ranges and products, resulting in more targeted shopping campaigns by collection. This approach also quickly provided us with a range of negatives to exclude and highlighted areas that may present longer-term opportunities.

We then ran a mixture of search and shopping campaigns to generate product sales and revenue to deliver a constant stream of orders throughout the year.

Results

  • 16 fold return on ad spend (ROAS) in 3 months
  • 23 fold return on ad spend (ROAS) in 12 months
  • 76% YoY increase in Google Ads revenue
  • Client: Ortak Jewellery
  • Website: www.ortak.co.uk
  • Sector: Manufacturing, Retail
  • Services: PPC

Results

  • 16x ROAS in 3 months
  • 23x ROAS in 12 months
  • 76% YoY increase in Google Ads revenue
  • 49% YoY increase in total revenue