person using a laptop displaying metrics
person using a laptop displaying Flagmakers homepage

What We Did

Targeted Content Optimisations

In the months leading up to significant national events, we created and optimised a range of new pages targeting those looking to purchase flags or bunting to celebrate. We also went back and re-optimised relevant product pages, such as the Union Jack and national flag pages. Additionally, we created high-quality blog content answering common questions about these events to bring in more users.

Implementing Performance Max Ad Campaigns

We started  our PPC campaign with Flagmakers by focusing on product campaigns that helped to drive significant early results. However, As the campaign progressed, we introduced Performance Max campaigns to improve the quality of leads generated. This also helped to put together a more cohesive campaign across multiple platforms including Shopping, Display, Gmail and YouTube. 

Charles III bunting

Results

By implementing the strategy outlined above, we have achieved the following results:

  • An increase of 212% in revenue in the 3 months leading to King Charles’ Coronation.
  • An increase of 300% in revenue between August 2022 and September 2022 to commemorate the Queen’s death.
  • 38,000 organic users in May 2023 in the lead up to the Kings’ Coronation, including a 100% increase in organic visits to the Union Jack page during the month of the King’s Coronation and a 532% increase in the month of the Queen’s funeral.
  • 72 first page rankings for Union Jack page during May 2023, (up from 32 year-on-year) and 22 Top 3 Rankings (up from 9 year on year-on-year).No decline in previously achieved B2B keywords (such as Union Jack Flags) which continue to be the main focus for Flagmakers going forward.
  • A 303.9% increase in ad impressions.
  • A 72% increase in ad conversions.
  • A 46% decrease in cost-per click.

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row of world flags against a blue sky

Flagmakers

Flagmakers is the UK’s leading provider and manufacturer of hand-sewn flags. For more than a century, Flagmakers has been making quality flags, banners and bunting for a wide range of clients including Tiffany & Co., Cartier, Holiday Inn Express and events such as the 2022 Birmingham Commonwealth Games.