Godiva Case Study

Godiva | Generic Search & Shopping

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

  • +32% in Google ads revenue
  • 39% in ad spend 
  • +130% in ROAS YoY
  • Shopping CvR’s improved from 0.78% to 1.57%

Who is the client and why did they come to us?

Client: Godiva

Industry: Food and drink

Territory focus: UK

With a heritage dating back to 1926, GODIVA Chocolatier has developed a worldwide reputation for excellence. Godiva has a presence in over 80 countries, and is distributed in more than 450 owned boutiques, Global Travel Retail, department and speciality stores, as well as online.

Inspired by the values of Lady Godiva, her passion, generosity, and pioneering spirit, GODIVA Chocolatier creates the ultimate chocolate experience and makes the right statement, whatever the occasion.

The client was looking to maximise revenue during a typically quiet time of year (Aug & Sep) and do so in line with new ROAS targets.

So, what did we do?

We began by moving from Standard to Smart shopping campaigns to bring the account up to best practice and made significant optimisations to the product feed to improve efficiency.

The creation of Trending Smart Shopping campaigns allowed us to use Google Ads data to label products that have seen an increase in demand or conversions in the last 30-60 days, and target them in their own campaign to ensure they’re getting as much exposure as possible! After we’d built up significant traffic through the shopping and generic search developments, we moved to a target ROAS bidding strategy to ensure we were smashing the client’s new targets.

Godiva saw significant growth in August, with a 32% increase in revenue from 39% less spend, improving ROAS by 130% YoY. The developments made within the account saw Smart Shopping drive considerably more revenue than the previous set up, with the new campaign generating a CvR of 1.57% in comparison to 0.78%.

We also focussed on generic search, taking reliance away from the brand. Although the brand has also seen significant improvement, generic product search has also seen a 178.36% improved CvR, resulting in 102% more revenue. This was achieved with 30% less revenue resulting in a 191% increased ROAS

After a strong August, it was our focus to sustain conversions and improve revenue into September, which is also a typically quiet month. We saw strong increases in revenue in September with significant ROAS improvements, driven by a 102% increase in revenue for generic product type search where AOV improved 147% MoM. This was achieved with just 68% more spend, driven by optimised bidding strategies, resulting in ROAS improving 20% within the campaign.

The results

32 %

Increase in Google ads revenue

39 %

Reduction in ad spend

130 %

Increase in ROAS