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New business enquiries: 0191 260 0716

General enquiries: 0191 406 1200

New business enquiries:

0191 260 0716

General enquiries:

0191 406 1200

The Pen Shop – PPC

The Pen Shop: Campaign Restructure


November 2018 – February 2019 v 2017

  • Paid Revenue increased by 49%
  • Paid average order value (AOV) increased by 61%
  • Paid Non-Brand AOV increased by 62%

The key problem:

The Pen Shop had limited marketing spend and their ad account was failing to meet their revenue targets due to increased online competition year on year.

A twelve-month review showed low value products were spending 20% ad budget to generate 42% conversions – whilst resulting in just 18% revenue.

Who is the client?

Established in 1858 in Newcastle–upon-Tyne, The Pen Shop has grown to become Europe’s largest writing instrument seller, with ten city centre stores throughout the UK. The Pen Shop stocks a vast range of luxury and premium brands such as Montblanc, Caran d’Arche, Graf von Faber Castell & Cross as well as their own brand, Kingsley.

Core objectives of the campaign

  • Removing low value non-key branded products from Google Shopping Ads, and restructuring campaigns to strictly allocate budget to higher value product categories
  • From this, we expected to see a decrease in conversions but an increase in AOV and subsequent revenue

The Silverbean approach to the objective


  • Increase AOV of the account to drive more revenue per sale
  • Reduce ad spend on low AOV products


  • Identify low AOV product areas within the feed and remove from Google Shopping
  • Restructure campaigns to separate low value items
  • Allocate more budget to higher AOV product categories and brands
  • Enforce strict 12% budget allocation to top brand low value products


Paid AOV


To find out how to drive your business forward with our results-focused campaigns, created to meet your business objectives, speak to Jess or Hannah for a friendly chat today.


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