Founded in 2008, Little Mistress is the go-to brand for high glamour party dressing. The extraordinary growth of the brand in the ever competitive market has been supported by the winning of 3 Drapers Award titles; Young Fashion Brand of the Year in 2012 and 2013 and Independent Young Fashion brand of the Year 2013. The business focuses on creating a unique mix of products & brands with an unrivalled offering at attractive prices.
The primary objective of the client was to increase relevant traffic to the site and consequently increase revenue, whilst maintaining a profitable ROI.
Initially our Paid Search team conducted a seasonal audit for the client, this was due to change from SS to AW. The in depth audit included an account restructure to ensure relevant search terms were built out into exact match, whilst ensuring top performing keywords had exposure by splitting these into their own specific campaign, and reviewing and testing landing pages throughout.
Negative keywords were reviewed to prevent any cross matching, and over time search query reports were monitored. New ad copy and extensions were then implemented and URL’s were checked to improve relevance and quality score. Over the period, shopping campaigns were expanded and the account has grown across generic terms through keyword mining, using dynamic search ads and broad match modified keywords.
As a result of strong performance since the restructure, the client chose to increase budget which has helped to grow both traffic and performance of the account, allowing us to support additional areas highlighted below: