Paid Search Case Study —
Personalized Gift E-tailer
This nationwide e-tailer sells individually customized gift items, and its sales are highly seasonal. In 2017 periscopeUP increased annual revenue and helped manage transaction volume during the company’s busiest season.
There are hundreds of online and offline businesses competing for a consumer’s attention during the holiday shopping season. To be successful, e-tailers must understand and take into consideration different consumer purchasing behaviors. The volume of business that this e-tailer can achieve is limited by the size of its in-house production team. Accepting too many orders at one time could result in late shipments and dissatisfied customers. On a daily basis, we had to be aware of the weather. On an hourly basis, we had to throttle paid search ads strategically to reach early, mid-season and last-minute shoppers while at the same time, avoid over-taxing the company’s in-house production team. Using this strategy, we were able to help the e-tailer maximize sales throughout the entire season.
After optimizing their shopping feeds for Bing Ads and AdWords Shopping campaigns, we used a competitively aggressive bidding strategy to reduce cost-per-click (CPC) and increase return on ad spend (ROAS). In this way, we were able to increase conversions with less ad spend. In fact, the overall ROAS from 2017 vs. 2016 was increased by ~92%.
The positive results shown in the graph below illustrate the impact of optimizing a paid search campaign for only those keywords that are most likely to convert into sales. A well-optimized paid search campaign that includes ongoing management of negative match keyword terms will yield a higher ROAS, or more sales, for a reduced budget.