Lean Marketing & Design for a contemporary art gallery and Multi-disciplinary creative space in the heart of Barcelona. Based in the "Barrio" of Sant Antoni and with a good presence in the local community. They find it difficult to plan out any meaningful online marketing as they are busy organising exhibitions and events.
Google Ads, Web Design, Shopify, E-commerce
Drive traffic to the online store to increase visibility, sales, and event/exhibition inquiries. Along with this they also wanted to push the new spray paint product offering.
Shimmy recently became official dealers for Loops Spray paint, Which is a great additional opportunity for the gallery, these small ticket repeatable purchase items really help the bottom line. Esspecially with the potential of shipping to anywhere in europe.
In order to maximise the limited budget we prioritised three key areas.
Prior to launching any ads. We needed to review the Website. We wanted to ensure that the information was clear, the calls to action for the key goals were prominent, and everything is easy to find. Alongside developing a custom "Add to cart" UI, when choosing from over 90 different colors of spray paint.
We crafted new pages, layouts and custom product pages in their Shopify store. To guide the direction we closely monitored traffic and user behaviour via PostHog Analytics.
Just these updates along with improved SEO meta tags, headers, and content resulted in more traffic and better visibility.
Just updating the content & some small SEO tweaks resulted in more organic traffic over the next week. Without one ad-dollar spent.We selected some market clusters primarily based in western Europe. Shipping is less complicated for closer territories. Theres a big enough market. In terms of cluster group its gives us a good starting point when breaking down and analysing the data.
Focus was on the following
We targeted High intent keywords, adding some more obvious keywords. As a start in order to have some benchmark data points for later iterations.
Starter list of keywords and high intent keywords for the spray paint campaign Then on to setting up a separate campaign for each cluster group. France, Spain, Germany and the UK.
Once we have the results from these campaigns along with the keyword performance. We can start to refine and iterate over them introducing new targeted keywords. Remove ones that do not perform, and increasing the budget on those that are performing.
Whilst we await results. We can already see the basic SEO traffic growth. As well as people coming directly to the loops paint page from Google. With the advert clusters included we should see a lift in traffic and conversions to sales.