Established in 1985, The Lighting Company are the premier lighting retailer in the UK and supply customers with high quality lighting products as preferred suppliers of a number of brands, stocking over 20,000 products online and in their Leeds-based bricks and mortar store.
Objectives
The Goals
Circus PPC began working with The Lighting Company in April 2023, who had a lot of account issues including a badly set-up Merchant Centre and a lot of changes needed to improve tracking.
This year was the client’s first Black Friday spent working with Circus, and having already began making improvements to the account since beginning to work together, we began implementing Black Friday specific activity.
Our clients’ core objective is to reduce and maintain a <10% COS, which we continued to focus on alongside driving sales and revenue during the Black Friday period.
Strategy
The Activity
Upon taking over the account, we immediately rebuilt and optimised Performance Max campaigns, which led to the highest sales volume and ROI that the account had seen in years. We also amended and created a brand new shopping feed and optimised accordingly.
During the run-up to Black Friday, we made changes to ensure that the account was best set up for success. Some of these changes included building up new offerings and promotions for Black Friday, adding delivery updates to products, and improving Shoptimised product descriptions.
The Black Friday period is much more competitive, so we began to push against bigger competitors, ensuring that ads were updated with new prices from previous sales periods.
Success
The Results
As a result of the work we did in the lead up to, and during, the Black Friday period, our client saw phenomenal revenue increases:
+922% BF Revenue
+1461% 4-Day Revenue
+1733% CM Revenue
Additionally, we saw YOY COS improvements in both November and across the entire Q4, seeing decreases of 38% and 51%, respectively.