Door Handle Company

Established in 1990 in Blackburn, Lancashire, The Door Handle Company is one of the UK’s leading online architectural ironmongers. Serving both residential and commercial customers, their mission is to provide stylish, functional hardware at unbeatable prices, backed by exceptional customer service and over 30 years of expertise. With over 29,000 Trustpilot reviews and a 4.7 star rating, they are a trusted name in the industry.

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the challenge

The Door Handle Company experienced a steady decline in sales month after month while managing their accounts in-house. The brand's primary goal was to reverse this trend and achieve sustainable growth, focusing on increasing both revenue and ROAS. Recognising the need for external expertise, they turned to Vagabond Digital to leverage our proven strategies and meet their growth objectives.

Together, we identified areas for improvement in their approach. The brand's existing strategy lacked structure, resulting in ineffective keyword targeting and an under-optimised shopping feed. Additionally, their internal team was focusing on outdated tactics, struggling to keep up with evolving industry trends and automated bidding strategies. This led to missed opportunities for customer acquisition, which were essential for the brand's growth plans.

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OUR SOLUTION

Step 1: PPC Performance

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To drive long-term growth and improve PPC performance, we used a multi-faceted strategy. This involved restructuring the account for better campaign management and targeting. We optimised the product feed by updating descriptions, images, and data accuracy, boosting ad visibility.

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Introducing Performance Max campaigns utilised Google's automated bidding and asset optimisation to extend reach. Extensive keyword research and audience testing targeted high-potential segments, while prioritising top products and switching to a new Comparison Shopping Service (CSS) partner increased visibility and competitiveness.

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Step 2: Advanced PPC Scoring and Product Segmentation

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We used our internal product scoring system to refine PPC performance, evaluating factors like profit margin, stock levels, competitive edge, sales volume, and cost efficiency. This multi-dimensional analysis gave deeper insights into product value and potential.

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In Q1 2024, we segmented products based on weighted key performance indicators (KPIs) aligned with business goals. High-scoring products received increased bidding support, while outliers were moved to separate campaigns. This strategy improved performance and optimised ad spend.

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Step 3: Affiliate Program Optimisation

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We enhanced the client’s affiliate program by leveraging the success of other paid channels. Aggressive negotiations secured a 33% reduction in override fees, and a thorough publisher audit ensured quality partnerships, accurate tracking, and brand alignment. 

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We conducted a technical audit to confirm precise commission tracking and implemented scaling strategies, raising commissions for new customer acquisition and brand-building while cutting costs for vouchers and cashback offers. Additionally, we optimised the exposure framework to secure profitable publisher packages, driving revenue growth and a high ROI.

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Step 4: Meta (Creative Testing)

From the outset, we applied a rigorous test-and-learn framework to our paid social ads. Our creative testing strategy was implemented in phases, focusing on various elements to refine ad effectiveness. We tested different formats, the framework also concentrated on optimising promotional messaging, incorporating review callouts, and emphasising unique selling propositions (USPs). 

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Continuous testing of carousel, static, and catalogue ad formats enabled us to identify which resonated best with our audience, refining our creative assets and improving campaign performance, reducing cost per purchase by 71%.

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