Internet Reptile

“Hallam have taken our Google Ads account to the next level. Their expertise, strategy and communication has exceeded all of my expectations, and they have demonstrated a genuine interest in the business and helping us to thrive. I am very pleased with the remarkable achievements made so far and look forward to seeing what successes the next year brings”

Tim Zinsaz, Director, Internet Reptile

The client

Internet Reptile is a UK leader in the online retailing of reptile equipment and live food for home delivery. Established in 2008, Internet Reptile has an enviable reputation for customer service excellence, a huge selection of products, and an online price promise.

The challenge

The demands of managing a fast growing business meant the Internet Reptile team didn’t have the experience or time to manage a sophisticated digital advertising campaign.

They appointed Hallam to focus on generating enquiries at a fast enough pace to meet their business objectives, and to impose a methodology to control the account in order to generate a more profitable return on investment.

Our approach

Hallam devised a best practice advertising campaign that ensured coverage across all the relevant advertising networks: Google Shopping, Dynamic Search Ads,  Display Remarketing, as well as advertising on Bing and Facebook. This approach enabled Internet Reptile to saturate their target market, and the omini-channel strategy successfully powers their company growth.

Hallam developed a segmented advertising campaign with a different target ROAS (return on ad spend) aligned with the specific margin delivered by each brand. A bespoke Internet Reptile reporting dashboard enabled the team to dynamically accelerate or reduce advertising spend based on individual product margins.

The Hallam team delivered full service expertise, from creating the Smart Bidding and remarketing strategies, through to refreshing the brand and producing social media creative assets.

The results

The initial campaign improvements resulted in a jump in conversion rates from 5.9% to 18% within one month.

During the Black Friday week leading up to Cyber Monday in 2019, every £573 of ad spend resulted in more than £10,000 of revenue, or a 1761% ROAS.

The introduction of Hallam’s Smart Shopping campaigns increased the return on ad spend by a factor of 11.