The challenge

Ellington Pens, a prestigious brand known for its luxury fountain pens, aimed to boost brand visibility and drive online sales. The objective was to reach potential customers in the UK and US markets who were interested in high-end writing instruments but not yet familiar with the brand.

The Broadplace approach

To tackle this, we designed a focused strategy leveraging Microsoft Ads to boost visibility and capture untapped audiences.

Keyword Targeting:

• Focused on non-brand terms like “luxury fountain pens” and “premium fountain pens.”
• Targeted long-tail keywords such as “fountain pen with extra fine nib” to attract specific, high intent buyers.

Shopping Ads:

• Created visually appealing shopping ads that showcased the elegance and craftmanship of Ellington Pens.
• Featured high-quality images and detailed product descriptions to attract potential buyers.
• Highlighted key product features like reliable ink flow, sophisticated design, and premium materials.

Audience Targeting:

• Leveraged Microsoft’s audience targeting capabilities to reach users based on their browsing behaviour, interests and demographics.
• Targeted professionals, writers, and pen enthusiasts who value quality and luxury in their writing instruments.

Data-driven Optimisation:

• Continuously refined keyword lists and ad creatives for maximum effectiveness.
• Analysed data to segment audiences and tailor ads to their unique preferences.

The results

Our strategy delivered impressive results over the campaign period.

• A significant increase in website traffic from non-brand searches
• A notable uplift in sales, 169 overall, with 65% from first-time customers
• 211% ROAS, exceeding the campaign target of 200%
• 48% cheaper CPCs that Meta Ads
• Higher engagement rates, with users spending more time on the website and exploring multiple products

By combining precise keyword targeting, visually compelling ads, and strategic audience segmentation, we helped Ellington Pens to significantly boost their brand visibility and online sales. This campaign highlights the power of a tailored Microsoft Ads strategy for luxury eCommerce brands looking to grow their market presence.