L.K.Bennett - PPC

The key problem:

Until November, L.K.Bennett were working with an underperforming agency that was missing their ambitious weekly revenue targets. Alongside this, the brand wanted to encourage customers to purchase direct from their online store, as opposed to via a reseller site i.e. House of Fraser.

Who is the client?

L.K.Bennett is a well-known women’s fashion brand operating in high street stores and concessions across the country. Offering a wide range of sophisticated trends, their target audience are typically career-focused women aged in late 20s or 30+ with a disposable income.

Core objectives of the campaign

• Raise awareness of L.K.Bennett as a brand.
• Increase conversions from new customers.
• Appear above resellers within the paid search listings.
• Provide weekly insights and carry out optimisation to ensure weekly targets are met.

The Silverbean approach to the objective:

Strategic

• Give the user a compelling reason to buy directly from L.K.Bennett and create a positive reflection of the brand.
• Expand the account with shopping and remarketing activity to acquire new customers and raise awareness of L.K.Bennett as a brand.

Tactics

• We developed the strong brand campaign to ensure L.K.Bennett ads appeared top of paid listings, ahead of concession resellers.
• We created offer-led ad copy quickly to maximise click through rate and drive as many visitors to the site as possible.
• Alongside brand and marketing activity, we tested new generic keywords in-line with their new bridal range to introduce the brand to a new audience.
• Expanded upon their shopping campaigns to spend budget in the highest revenue categories and applied remarketing to all campaigns to recapture loyal customers.