Ethical Superstore | PPC

For those with only 30 seconds, this is what we achieved year-on-year:

  • Increased returning users by 54%
  • Increased returning user revenue by 68%
  • Increased returning user conversion rate by 7%

Who is the client and what was their goal?

Client: Ethical Superstore

Industry: Food & drink

Target customers: People wanting to live more ethically and sustainably.

Ethical Superstore stocks one of the largest ranges of Fairtrade, organic, vegan and eco-friendly products from around the world. For this campaign, our aim was to use PPC campaigns to increase customer loyalty, and also to increase the volume of returning users to the site. This meant we needed to increase ad visibility to key returning audiences, with the goal of increasing revenue generated by returning users.

So, what did we do?

Using key in-market and affinity audiences, we created an advanced audience strategy working to attract more relevant visitors to the site. We also expanded our retargeting strategy from purely remarketing on display to remarketing across search ads campaigns. Using Google Analytics, we created custom remarketing audiences based on user time on site, previous purchase history, and behaviour on site. We also used past converter data to gather in-market and affinity audiences which overlapped with this audience group. 


The results

Over nine months:

  • Returning users increased by 54%
  • Returning user revenue increased by 68%
  • Returning user conversion rate increased by 7%

What did Peter have to say?

“Our Google Ads campaigns have been highly successful in introducing new customers to Ethical Superstore, as well as increasing numbers of returning customers who are spending more with us. By turning our new customers into loyal, repeat customers, we’ve got so much more from our Google Ads spend, helping to secure our long term future.“

Peter Leatherland, Online Sales Manager at Ethical Superstore