Bid For Wine approached our digital marketing experts ahead of their 2021 Christmas campaigns. Aiming to make the most of the festive spirit, they wanted to focus on increasing consignments and generating new visitors to their website. With a short space of time to build up their PPC and social media campaigns, our team strategically pulled together resources to meet the deadline.
Following our initial meeting with Bid For Wine, our team deployed our SOSTAC approach. By assessing the situation and objectives, we opted to focus on PPC and social media marketing to reinforce Bid For Wine’s online presence. Implementing a mixture of tactics enabled us to get our ads in front of potential customers at the top of the marketing funnel (awareness) and drive them all the way to the bottom of the funnel (conversion).
We ran competitive Google ad campaigns centred around selling wine collections and vintage ports at Christmas. Comprehensive tools such as Google's Keyword Manager, Moz, Google Trends and SEMrush were used to obtain a comprehensive list of keywords.
After this, our approach involved playing on the emotional element of seasonal holidays to drive new customers to a custom landing page.In doing so, Bid For Wine could achieve major auction KPI’s such as new consignments and registrations.
To build additional brand awareness, our Facebook ads focused on the top of the marketing funnel. We targeted users who liked specific pages, such as wine-related ones, as part of a one-off campaign. By doing this, we could build Bid For Wine’s brand whilst increasing opportunities for consignments and registrations around Christmas. This approach helped us to be hyper specific and to avoid targeting the general wine lover which was an important distinction for the client.
The combination of PPC and social media campaigns led to invaluable and quick results. Over the Christmas period, Bid For Wine achieved 25 consignments within two weeks as direct responses to the campaigns.The focus on seasonal keywords and brand awareness has allowed Bid For Wine to remain competitive across Christmas whilst strengthening its brand authority.On top of this, many users registered and signed up to the Bid For Wine newsletter.
Over 7 years of working with them, including a total redesign of their website, the challenge remains the same:continue to evolve their digital marketing to nurture new and existing client relationships