Read this case study to know how Berwick Shellfish tripled its December Sales through Google Ads Christmas Campaign?
A Quick Glance:
Brand: Berwick Shellfish
Industry: FMCG
Tool Employed: Google Ads
Outcome: 3* higher sales
Business Type: B2C
The Brand
Berwick Shellfish Company was started by Graham Flannigan’s mother and father in 1969. Their main vision behind launching the business was to bring the fresh fish products catch from the North Sea to the local restaurants tables.
After covering a journey of almost 50 years, the company now with Graham as in charge has become one of the top suppliers of shellfish and fish products in Europe.
The Story
Since its inception Berwick Shellfish was working fine and till the last decade they could easily manage to remain a mainstream wholesale supplier however company was increasingly missing out on retail profit. They did hundreds of enquiries from the customers who were already buying from them but only smaller batches of fish and shellfish mainly for home use.
By this time, Graham had realized that with the changing trends he need to boost his company’s online presence more as consumers make a lot of purchases online including food purchases as well. He was looking for a way for driving more direct sales through his website and he found the resolution to his advertising concern in Google Ads.
“We had to change with the times, because people buy online for a lot of products and food is not an exception. That was one of the reasons why we decided to open the website.”
-Graham Flannigan, Berwick Shellfish Company
The objective
- Generate awareness of Berwick’s shellfish, available to buy online 24 hours a day
- Driving more sales through online store/ website
- Increase customer sign-ups to their online mailing list
Apart from driving more sales through online store/ website there was one more challenge in front of Graham. He wanted to generate awareness about his product among the potential customers as to how fresh and tasty his shellfish were and that his customers could buy those 24 hours a day even with next day delivery. He was wondering whether Google Ads can help his business reach potential customers and get this message across.
As longer-term goal, Graham also wanted his potential customers to subscribe to his company’s mailing list so that he could share the ongoing offers with them and could drive them back to his online store.
Turning to Google Ads
Graham simply went ahead and Googled to find the best way to advertise his products online and could settle on employing Google Ads to accomplish his goals. It didn’t take much time for him to figure out that done the right way, keyword listings at the right times can be of much help to his advertising mission.
And it all happened exactly the way he had thought. He could easily manage to boost his pre-Christmas sales by using the right keywords such as ‘gourmet seafood’ and ‘salmon buffet’.
Trippling the sales
The Google Ads Christmas campaign tripled their December sales.
Campaign Highlights:
- Ten-fold rise in new customers, with 70-80% of online sales coming via Google Ads
- Over 250,000 page impressions in just 12 months
- 12% rise in mailing list sign ups, currently
To keep ahead of the competition, Graham never misses out investing in Google Ads especially during all the peak times such as Christmas, Easter and Valentine’s Day when there are high searches for seafoods online.
“You want to be on page one when someone clicks through for a product, and that’s exactly what we do, through using Google Ads.”
-Graham Flannigan, Berwick Shellfish Company
The company is getting so much of business through Google Ads that they have employed 40 staff now to manage the business.
For more information about Berwick Shellfish Company visit www.berwickshellfish.com.
Words by Graham Flannigan, Berwick Shellfish Company
“We were a little sceptical about Google Ads and how it would work, but we soon found out why it was beneficial, when orders came rolling in.”
Source: Google