Building a complete ecommerce growth system for The Artisans Bottega
The Artisans Bottega is a specialist Australian retailer serving people who make things themselves, from salami, sausages and preserves to pizza, beer, wine and spirits. With a large catalogue, physical stores and a national ecommerce operation, the opportunity was significant. But growing a business like this digitally requires more than sending traffic to a website — the website, advertising, search visibility, email and measurement all needed to work together.
The Artisans Bottega
attributed ROAS
Ecommerce · Google Ads · Meta Ads · Microsoft Ads · SEO · Email Marketing · Tracking & Analytics
Paid Ads · SEO + AI Search · Website + Landing · Tracking + Reporting · Email
The challenge
The Artisans Bottega serves many different customer groups with very different buying behaviours. Someone searching for a small preserving accessory behaves very differently from someone researching a premium slicer, vacuum machine, pizza oven or complete brewing setup.
That creates complexity across the entire customer journey. The challenge was to make thousands of products easier to discover, create clearer paths to purchase and ensure marketing investment could be connected back to actual ecommerce revenue.
The approach
Rather than treating each channel as a separate marketing activity, we developed a connected ecommerce growth system.
Paid media captured existing demand and introduced products to new audiences. SEO improved organic product and category discovery. Email turned existing customers and subscribers into repeat buyers. The ecommerce experience supported the journey from discovery to purchase. Tracking connected those activities back to measurable commercial outcomes.
Paid media
Campaigns were managed across Google Ads, Meta Ads and Microsoft Ads. The account structure reflected the breadth of the business: different product categories, purchase values, seasonal demand and levels of customer intent.
Google and Microsoft captured customers actively searching for products and solutions, while Meta generated demand, promoted key categories and products, supported seasonal campaigns and reconnected with previous visitors. Performance data was continually used to shift investment towards products, audiences and campaigns producing meaningful returns.
Ecommerce and website
The website plays a central role in the entire system. With such a broad catalogue, customers need to move quickly from an idea or project to the products required to complete it.
Work across the ecommerce experience focused on making categories and products easier to discover, reducing unnecessary friction and supporting customers at different stages of their buying journey.
SEO
Organic search was approached at category, product and informational levels. Rather than focusing only on broad keywords, the strategy connected the products people were looking for with the projects they were trying to complete.
This created opportunities to capture both direct purchase searches and earlier research-driven searches.
Email marketing
Email became another part of the connected customer journey rather than an isolated promotional channel. Campaigns and automations supported product discovery, promotions, customer education, abandoned purchase journeys and repeat purchasing.
Tracking and measurement
Conversion tracking provided visibility across the marketing system so decisions could be based on actual customer behaviour and ecommerce revenue rather than clicks alone.
Advertising, website behaviour and purchases could be evaluated together, helping identify where marketing investment was creating commercial value.
The result
attributed ROAS
The connected approach produced an attributed return on advertising spend of up to 12x.
More importantly, the business gained a digital ecosystem where paid media, organic search, email, ecommerce and analytics support one another rather than operating as disconnected channels. That creates a stronger foundation for continued ecommerce growth.
Growth System layers involved
5 of nine layers in scope. Every case connects back to the same system; the layers highlighted are where this work sat.
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