AW Dropship UK's Full-Funnel PPC Strategy for 90%+ Purchase Growth

About The Client

AW Dropship UK is a UK-based dropshipping platform that offers a wide range of products for online retailers, specializing in handcrafted and giftware items. The platform includes categories like bath and body products, home décor, candles, jewellery, and more.

Entrepreneurs can easily integrate AW Dropship UK’s products into their e-commerce stores, such as Shopify or eBay, and the platform handles all product sourcing, inventory management, and order fulfillment.

AW Dropship UK enables sellers to focus on growth by managing stock and logistics. With seamless fulfillment from selection to delivery, it is ideal for low-investment entrepreneurs

Campaign Objective

The client needed to drive growth without brand bidding after facing performance lags that were caused by restricting high-converting brand keywords to rely on SEO. The objective was to increase purchases and registrations by targeting broad dropshipping terms and highlighting the platform’s unique giftware specialization to stand out from competitors.

The Strategy

We engineered a holistic, full-funnel strategy designed to thrive without reliance on brand keywords, ensuring we captured and converted high-intent traffic at every stage of the customer lifecycle:

1. Top of Funnel (TOFU) - Awareness and Interest Generation

We shifted targeting product-specific keywords to broad general dropshipping keywords to bypass the restriction on brand-specific terms. To capture interest in this wider market, we positioned the platform as the ideal launchpad for new entrepreneurs, using our unique "giftware specialization" as the key hook to stand out from generic competitors.

2. Middle of Funnel (MOFU) - Engagement and Consideration

By understanding and analysing customer behaviour, we optimised targeting using parameters like search intent, demographics, and behavioural signals. This helped us reach the right audience at the right time.

3. Bottom of Funnel (BOFU) - Conversion and Purchase

At the bottom of the funnel, we drove conversions by remarketing best-selling products to previous site visitors. To offset brand keyword restrictions, we deployed Performance Max (PMax) campaigns, which optimized multi-channel reach and lowered CPCs—critical for capturing high-intent users in the competitive UK market.

Result

Performance Results 3MoM Growth (May–July) to (Feb-April)

Purchases: Increased by over 90%. This growth was achieved by leveraging PMax and Search campaigns to target broad keywords and highlight the giftware USP, successfully overcoming the restriction on brand terms.
Sign-Ups: Surged by over 150%. Despite the lack of brand keywords, landing page optimizations and strategic remarketing effectively converted general interest into registered users.

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