How do you launch a new website when Google already treats it as someone else's?

Knitwear Queen, a British specialist retailer of hats, gloves and scarves, needed its new website promoted, new lines showcased and sales of its classic collections grown. Beneath that brief was a technical problem. Google read the site as a near-duplicate of another retailer's build, which limited its free listings.

We planned a layered Google Shopping and text-ad programme with Facebook, Instagram and Pinterest, sequenced to the knitwear buying calendar, from launch to always-on activity and then seasonal pushes for Black Friday, Christmas and the ski season. On SEO, the diagnosis pointed towards a distinct new build, phased in by product range.

We ran image-led Shopping ads and text ads, plus catalogue and dynamic retargeting formats across Facebook, Instagram and Pinterest. During peak weeks, we rebuilt the Performance Max campaign by product type, concentrating budget into the Black Friday and Christmas weeks.

Concentrating spend on the peak weeks paid off. Year on year, the campaigns spent 14% less for 4% more revenue in November, and December revenue climbed again on a smaller rise in spend, with return on ad spend improving right through the sale.