About Galway Crystal
Galway Irish Crystal is a well-established giftware brand based in Galway City, a place known for its rich culture and history. For over 50 years, the company has specialised in crafting high-quality crystal and giftware.
Their Georgian showroom in Galway has become a welcoming space for visitors to explore their collection and enjoy dining. Galway Irish Crystal also supplies stores across Ireland and internationally, alongside operating a global online business.
Objective
Our objective was to increase online visibility through Google Ads and SEO, ensuring Galway Crystal’s products appeared prominently in search results and reached the right audiences at the right time.
Additionally, we aimed to improve online sales by driving high-quality traffic to the website and optimising the customer journey to encourage more conversions, from discovery to checkout.
This included addressing friction in the shopping process by streamlining steps to make it more seamless for customers. A key focus was also expanding the reach of their non-glassware products, such as homeware and gift items, to position Galway Crystal as a diverse brand rather than being known solely for its glassware.
Plan
To achieve these goals, we developed a comprehensive digital marketing strategy that combined targeted Google Ads campaigns, SEO tasks focused on optimising product category pages, and customer journey optimisation.
PPC
To achieve Galway Crystal’s objectives, we utilised a combination of Shopping, Performance Max, Search, and YouTube campaigns. This multi-channel approach allowed us to target high-intent audiences searching for products, visually showcase top-selling items, and build brand awareness through engaging video content on YouTube, driving traffic and conversions.
SEO
Our SEO efforts focused on optimising product and category pages to improve Galway Crystal’s rankings on Google search. By refining metadata, crafting keyword-rich descriptions, and addressing technical SEO issues, we enhanced the visibility of key product categories like homeware and gift items, increasing organic traffic and reach.
Customer journey
To streamline the customer journey, we removed unnecessary steps in the checkout process to align with the recommended 3-5 steps for e-commerce sites. This simplification reduced friction, improved user experience, and ensured a more seamless transition from product discovery to purchase.
Results
SEO
Organic traffic increased meaningfully, thanks to stronger keyword rankings and more keywords achieving top 10 positions on Google search results.
Daily sales saw consistent growth across all categories, reflecting an overall improvement in customer engagement and purchasing behaviour.
Google Ads success
The Shopping campaigns delivered exceptional results, achieving a high conversion rate of 13.64% with a cost per conversion of just €2.95. This demonstrated the efficiency of the campaign in driving high-quality traffic and converting it into sales.
Similarly, the Search campaigns performed strongly, with an impressive 9% conversion rate and a cost per conversion of €4.70. These results highlight the effectiveness of the strategy in attracting and converting engaged customers.
“We are delighted to have Sidekick Media as our marketing partner, we are working with the team on an ongoing basis with great success in Google Ads, Social Media, Email marketing and Digital strategy.”
Sean O’Connor, Galway Crystal