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Annie Haak Designs Ltd is an online jewellery retailer and has grown exponentially in terms of sales and reputation. Inspired by the rich culture of Bali, Annie Haak has an ever-increasing loyal customer base and wearers of their enchanting range of bracelets, necklaces, and stacks. The brand continues to keep up with current trends while still crafting gorgeous, timeless pieces.

annie haak case study

 

As part of Annie Haak’s long term marketing strategy, they needed to:

  1. Increase their presence in Google’s organic search results (SEO). 
  2. Increase brand awareness.  
  3. Increase the number of sales and lower the average CPA on the PPC campaigns. 

 

SEO

We optimised each category page and product page for suitable search terms and run regular reporting.

On page

Friendly URLs
Titles
Descriptions
Breadcrumbs
Alt tags
Image file names
Header hierarchy
Image sizes
Internal links
Indexing analysis
Pagination
Filters
Mobile friendly
Hreflang
Critical crawl issues
404 errors
Redirect Issues
Canonical
URL cannibalisation
Errors
Conversion Optimisation
Content Review

 

Technical SEO

Rich Snippets
Report Technical Errors
Open Graph Data
Site speed
User Experience

 

Content

Duplicate content
Readability
Length
Answers a query
Semantic analysis
Structured data
Internal linking
Subheadings used
Request new content

 

Off-page

Backlink profile
Incoming toxic links
Disavow file
Anchor text profile
Link Building opportunities

 

 

PPC

Google Shopping is where Annie Haak would see the best return on investment. The campaign we inherited had errors within Google Merchant Centre and wasn’t making the most out of all available Structured Data. We resolved all errors and added the missing Rich Snippet markup.

To leverage Google’s machine learning we;

  1. Moved all campaigns away from a last-click conversion attribution model and moved to a data-driven one.
  2. Implemented Smart campaigns and monitored placements.
  3. Switched bid strategy and set an average return on ad spend.

We carefully monitored search terms and updated negative keywords removing any non-performing terms over time.

We created Google Display Network Remarketing campaigns.

Promoted seasonal launch video on YouTube, taking care not to waste budget on inappropriate or children’s channels and reaching as many genuine, in-market prospects (those showing an interest in purchasing jewellery) as possible.

Regularly refresh the product-focused adtext and extensions, resonating seasonal changes and reflecting the jewellery collections.

We’ve increased visibility across organic search and users have increased 54%*, however, it’s quite difficult to correlate that success to our SEO effort alone.  Annie Haak’s sales and brand reputation have grown over the years, which would be arrogant to take sole credit for, but to which we’ve contributed. After all, the jewellery is quite stunning, and we are huge fans of Annie’s designs ourselves.

When it comes to revenue earned through Google Shopping, however, we may take a little credit:

Increase sales by
139%*

Reduce the cost per sale by
57.2%*

Increase revenue by
184%*, (which is nearly triple.)

 

*Comparable metrics were taken from May 2018 / May 2021, both with a similar budget. We have even more impressive results running seasonal campaigns.

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Frequently Asked Questions

How much does PPC cost?
This depends on many variables - what platform the ads will be running (Google Ads, Facebook), what type of advert you'll be running (Search, Video or Display) and what your objectives are. During our proposal process, we'll run simulations and estimate a monthly budget to meet your marketing objectives.
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How do you measure success?
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