Accelerating growth with international expansion

The challenge

Before meeting Skayl, Harriet Wilde sold most of their styles through bridal shops and their physical showroom but needed an online presence. They knew their brides loved their shoes and services but didn’t know how to grow their business online.

Harriet Wilde tasked Skayl with increasing its visibility in the search engine to generate more new customer sales. Due to the nature of the bridal industry, it’s essential to acquire new customers to grow the business consistently. Once a bride is married, as you would expect, they rarely return to purchase another pair of shoes.

Due to the price point of their shoes, it was also crucial that we served ads to the right customer.

The solution

Using Skayl’s knowledge about the Google Ads platform and from learnings gathered through the onboarding process, we suggested that they integrate their Shopify store with Google Merchant Center to expand their reach to the USA.

1. We created and optimised their product feed to pass all their inventory from their Shopify store to Google Ads.

2. We integrated their product feed with our comparison shopping partner to grant them a 20% reduction in CPCs on Shopping Ads in the UK.

3. We created multiple campaigns across Search and Performance Max to ringfence the budget between locations.

4. We integrated their campaigns into our business intelligence reports, so monitoring how each territory performed was easy.

5. We curated a group of keywords and audiences that specifically targeted customers in-market for high-value designer bridal shoes.