Never The Black Tote « Murmur
This Is A Custom Widget
This Sliding Bar can be switched on or off in theme options, and can take any widget you throw at it or even fill it with your custom HTML Code. Its perfect for grabbing the attention of your viewers. Choose between 1, 2, 3 or 4 columns, set the background color, widget divider color, activate transparency, a top border or fully disable it on desktop and mobile.

Never The Black Tote

Never The Black Tote is an exclusive digital backstreet boutique for women, with an overarching objective to curate a unique collection of clothing and accessories from all over the globe. Never The Black Tote understands the power of fashion and the desire to be an individual through style.
  • Decreased Adwords Cost-Per-Click by 49.46%
  • Improved Adword conversion rate by 34.5%
  • Improved CPC on Facebook by 384.21%  
  • Improved Cost Per Unique Click To Link on Facebook by 384.96%
  • Improved Website Action Conversion Value from Facebook by 204.26%

I was introduced to Murmur through a word of mouth recommendation and they did not disappoint. After exhausting other options it was clear I needed an agency with integrity and good honest communication. Without a doubt, I found this with Murmur.

Dave and his team have a quick effective response rate and a strong sense of relationship building. A very tailored and personal approach. I would highly recommend Murmur to anyone looking for a creative digital marketing agency with a conscience.

Grainne Nixon


When it came time to develop and execute strategies on how their brand and online store is positioned in the market, they partnered with us in an effort to increase their brand awareness and reach, through digital marketing.


As a completely new brand and emerging in a competitive online marketplace,  Never The Black Tote needed us to help leverage their online presence on a variety of online channels. As an online retailer with expensive product items, it was difficult to become a trusted source immediately in the marketplace, our marketing activities aimed to increase brand awareness and reach.

How We Did It

Targeted Approach to AdGroups

By implementing a ‘SKAG’ approach – focusing on ‘Single Keyword AdGroups’ – we developed more targeted creative, increasing Ad relevancy with our prospects and delivering constant improvements.

We avoided broader keywords and used audience insights for AdWords; targeting brands whilst developing audience personas.

Specific Keyword Research

We structured the approach from the ground up, through keyword research and testing.

As part of our research, we tested a number of categories in the generic space and then consolidated our budget against the highest converting terms, related to exclusive Never The Black Tote brands, such as 3.1 Phillip Lim, and Markus Lupfer.

Creative Optimisation

By focusing our time on understanding creative and testing different hypotheses, we are able to continually optimise the Account creative.

We were able to find which audiences and Ads are performing best, and use our learnings to apply them to future campaign activity.

Targeted Approach to Facebook Audiences

By focusing our efforts on testing creatives on a variety of audiences,  we were able to build the right audiences within Facebook and optimise certain brands that highly resonated with those specific targeted audiences.