Performance Digital Marketing
Digital Media Team
Full Credential Description
In a recent case study, an international womenswear brand faced challenges with their pay-per-click (PPC) advertising, particularly during the critical Black Friday sales period. The client had previously engaged another agency, which did not yield satisfactory results. Upon taking over the PPC management, the new team implemented a series of tailored strategies that significantly improved performance metrics.
The tailored solution involved a strategic adjustment of the budget rather than a blanket increase, which is a common misconception during high-traffic sales events. By carefully monitoring and adjusting the budget throughout the campaign, the team achieved a remarkable 149% increase in Return on Ad Spend (ROAS) while simultaneously lowering costs by 5.6%. Additionally, the conversion rate surged by 140%, and the conversion value increased by 135%. This approach allowed the team to optimize the campaign effectively, ensuring that the budget was allocated to the most efficient areas.
Key strategies included focusing on branded searches, which had proven to be effective in previous campaigns, and optimizing the Google Shopping feed, even if time constraints limited extensive changes. The team decided to bid strategically on high-performing items while keeping a conservative approach on less popular products. They also experimented with dynamic remarketing, which proved successful in re-engaging potential customers who had previously shown interest in specific items.
The results of these tailored strategies were not only quantifiable but also demonstrated a clear understanding of the client's market dynamics. The campaign's success highlighted the importance of learning from past campaigns, planning well in advance, and being adaptable to the unique challenges presented by high-stakes sales events like Black Friday.