321

ROI

66,300

Brand exposures

300

Products on Google Shopping
Client
Novel Wines
Year

2018

Deliverables
  • Google Shopping
  • UX improvements
  • Design

Digital advertising for a new generation wine retailer

Novel Wines is a fiercely independent rare wine retailer based near Bristol. We were briefed to help them grow online.

Understanding the competitive nature of the wine market, we identified Google Shopping as a cost effective way to generate clicks and conversions for the rapidly growing business.

Novel Wines: Testimonial by Managing Director Ben Franks

The specifics

In order to effectively sell online for Novel Wines, we created a dynamic API link from the Shopify store to Google Ads, allowing for a seamless update whenever products changed price or availability.

Shopify + Google Ads

Understanding the customer

A key part of selling anything is understanding when the customer is ready to buy.

We focused on understanding key timeframes where users were more likely to be susceptible to advertising messages i.e. when they were ‘relaxed’ or ‘happy’. This led us to weighting budget towards payday weeks where customers are cash rich and typically between the hours of 17:00-21:30 #SmartAF

Novel Wines: Google Ads Schedule
Novel Wines: UK Market Targeting

We knew that success lay in geographical reach due to the niche nature of the rare-breed wines. We opened up the entire UK market to allow us to capture searches based on interest and intent, rather than demographic silos and small catchment areas.

User experience

It’s all very well leading the horse to water, but if the on-site experience isn’t beautifully designed and simple to use, it’s a wasted opportunity.

With this in mind, we presented a reimagined navigation which overcame a number of historic bugs and load issues. By highlighting enticing offers and bringing the most popular content to the top level, we saw a 11% increase in time spent on site and a 6% decrease in bounce-rate.

Novel Wines UX
Novel Wines: Google Shopping Integration

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