Aldiss
WJ Aldiss is a department store started by the Aldiss Family in 1892 and a locally-renowned homeware retailer with stores in Norwich and Fakenham. Aldiss houses a wide range of furniture, homeware, and furnishings and one of the leading suppliers of top brands such as Denby, Tempur, Parker Knoll, Alexander & James, Christy, and more. They are well known for quality, value, and variety.
The Challenge
In the summer, Aldiss expressed a desire to focus on growing traffic and revenue from their website, already having an established business with their two stores in Norfolk. Following an extensive audit of their Google Ads account, we identified several opportunities for improvement, increasing efficiency in their spend, as well as reaching new audiences.
Strategy
In the summer, Aldiss expressed a desire to focus on growing traffic and revenue from their website, already having an established business with their two stores in Norfolk. Following an extensive audit of their Google Ads account, we identified several opportunities for improvement, increasing efficiency in their spend, as well as reaching new audiences.
- Siloing Performance Max campaigns based on different goals at different levels of the consumer journey
- Tidying account setup to minimise crossover or ‘cannibalisation’, and streamline management and algorithm efficiency
- Prioritising focus on overall margin and revenue over classic metrics like ROAS
- Increasing ad spend on high-margin, high ROAS products, as well as adapting strategy to push lines that the client wanted to for their own business goals
