
Honchō Takes Home Gold and Silver at the European Search Awards
In May, our Digital PR team jetted off to Krakow, and we’re pleased to say we left some room in our suitcases as we flew home with not one, but...
Our work for Sarah Raven cleaned up at industry awards in 2021/22.
Winning 2 UK Search Awards, A silver medal at the Global Search awards, Best Paid Search campaign at The Drum Digital Advertising Awards and Best B2C campaign at the Drum Search Awards.
INCREASE IN SEARCH & SHOPPING REVENUE
REDUCTION IN COST PER ORDER
ROAS INCREASE
As the products are living/perishable, seasonal targeting was required. A comprehensive keyword strategy with 20,000+ keywords was required for an ever-changing inventory.
We used a multi-tiered approach for reaching new customers – using existing audience segments to reach high-value multi-buyers, and created additional tiers of communication for instant converters, slow converters and in-market.
All products with keywords researched, however volume of terms required meant effective management would prove tough and a number would fall under the “limited search volume” category.
Therefore we built specific campaigns:
We built two bespoke tools to assist with this project; a share of voice (SOV) tool and a bespoke crawler. Our unique share of voice tool tracked SOV for both organic and PPC visibility which enabled us to react to the data collected.
The SOV tool also highlights areas where Organic Search visibility is low compared to competition, which again can assist us in our targeting strategy.
We increased site revenue by 69%.
Increased new customer acquisition by 189%
Paid Media % of site revenue grew from 6.6% to 27.2% (vs. target of 18%).
Incremental spend per customer increased by 26% (vs. target of 15%).
Andrew Shapin - Chairman, Sarah Raven“We are delighted with the work that Honcho has done, and their results speak for themselves. We would have no hesitation in working with Honcho again and would definitely recommend them to others.”
Paid Search, Shopping
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