Justerini & Brooks are an established Wine Merchant that have been established for over 250 years. The nature of their products is very much at the luxury end and much of the business had been built by traditional marketing and consistent growth over a long time period; engaging in PPC was a way for the business to add new marketing channels that they previously hadn’t utilized, with Yellowball inheriting the campaigns a year after they’d begun.
The campaigns that we inherited were well set out and all core best practice was taken care of. As a business, Justerini has a relatively small number of transactions but a large average order value, with customers of theirs buying large quantities of premium product in one go. The result of this is that the sales are few in number compared to a traditional E-commerce client, and the value much higher. This impacts our approach to the PPC strategy, making appearing in front of the right audience more important than total volume when it comes to driving the best return on ad spend.