Objectives
We work with one of the UK’s largest retailers and in order to achieve growth in online sales we are always testing new paid search bidding techniques.
Exploring our options to increase investment in paid search while controlling Return on Investment (ROI) we identified a significant opportunity to increase sales through Google’s smart bidding technology and smart shopping ads.
- Increase paid search sales through smart bidding
- Increase return on investment
- Grow online sales
Our Approach
The client asked us to develop a successful smart bidding strategy
ready for Black Friday and the Christmas period with aim of increasing sales and revenue significantly, year on year. A recent site upgrade had resulted in a fall in organic traffic, so paid search was tasked with compensating for the resulting loss of sales, too.
We worked with the client to create a product feed that enabled us to create and test shopping campaigns. We implemented a range of smart bidding strategies such as Maximise Conversions, target CPA and Target ROAS %. Once the shopping feed was live, we created campaigns and segmented them by product category.
Immediately the new campaigns delivered positive results and consistent growth which led to the client increasing investment. After seeing such great results within the first few weeks of the test ads going live, we upgraded to smart shopping and utilised target ROAS % bidding on all product ads.
Results
Over the festive period, paid search contributed to a third of all sales (including offline sales) and revenue online has doubled year on year!
- Doubled revenue
- Increased paid search sales
- Increase in overall sales
Smart Shopping ads and smart bidding have made a positive difference to the clients’ ability to invest cost efficiently in paid search ads and achieve sales growth. In November we were able to increase spend and deliver an 80% growth in sales compared to October.
During December we were able to invest a further 25% more budget than in November, and deliver 77% more sales than in November, while sticking to cost per sale targets.
100% increase in paid search sales YoY
80% increase in paid search sales in November
77% further increases in paid search sales in December
Interested in seeing what we can do for you? Get in touch and let us know about your requirements today.
