Glasses Direct appoints Make It Rain to manage PPC strategy for UK and Europe

Prescription Eyewear Ltd, the parent company of Glasses Direct; Europe’s leading online retailer of prescription eyewear, and Sunglasses Shop; Europe’s leading online retailer of sunglasses, has appointed social media and search agency, Make it Rain, to manage its PPC strategy across the UK and European markets, including France, Germany, Italy and Spain.

Tasked with driving a significant increase in both traffic and sales whilst maintaining CPA and closely managing cannibalisation from a strong natural search position, Make it Rain will develop a PPC strategy that targets different customer segments and different points in the path to purchase. Understanding consumer behaviour will underpin the strategy and full integration with other marketing channels will be key in terms of optimisation.

PPC activity was previously managed in-house and the appointment comes following a competitive seven-way pitch process including Latitude, iCrossing and Harvest Digital.

Justin Hayward, Managing Director of Make it Rain comments: “We’re delighted to be working with Prescription Eyewear Ltd on these two great brands. This campaign is about understanding what consumers want and most importantly getting it to them in their window of need. To achieve this we’ll be monitoring the latest trends in fashion, lifestyle and optometry to ensure that both Glasses Direct and Sunglasses Shop extend their positions as the leading players in their respective markets.”

Rick Duncan, Head of Online at Prescription Eyewear Ltd said: “We have done a great job of managing our paid search activity internally, but now want to take it up a gear and properly integrate with the multitude of other channels in our mix. This is an exciting time for the business following our recent acquisition of Sunglasses Shop and the expertise Make It Rain will bring to the table will allow us to be more agile and realise quicker results. We felt that Make it Rain best reflected our ethos of being innovative, entrepreneurial and fast moving. The agency already feels like a natural extension of my internal marketing team and I look forward to building on that relationship.”