Strategic Holiday Planning to Improve Paid Search Performance
IMPAQT Case Study: Retail
Retailers know that what you do - or don't do - during the all-important holiday season could make or break your revenue. Same is true for Search Marketing.
QUESTION:
What strategies would IMPAQT use to create a successful holiday campaign for a gifts retailer with online and physical locations?
REVELATION:
One of the first strategies we used to improve this client's Paid Search campaign was to target keyword lists to support the holiday season and new products launched in October. In order to trigger faster, more direct customer buying, we revised landing page assignments and used segmented creative. We executed numerous ad copy optimizations to support seasonal promotions (such as free shipping). Additional solutions included targeted budget allocation, as well as ongoing ad testing to increase performance/visibility, and ultimately, revenue.
The IMPAQT:
IMPAQT tripled their Q4 revenue numbers from the previous year due to campaign strategy and execution.
Because of our early successes, our client increased their Paid Search budget. The following holiday season showcased our learnings from the previous year. Although our client increased their goals for IMPAQT, we exceeded their expectations for the second year in a row. Program successes included the following:
- Increased revenue by over 60%
- Increased orders by over 50%
- Increased impressions by 67%, while maintaining CPC
Throughout our continuing relationship with this client, IMPAQT has quickly adapted to the dynamic nature of retail, responding to frequent URL updates, new product launches and promotions, and inventory updates with little notice.
Remaining proactive, we continue to strategize new ways to improve the performance of our client’s campaign. Examples include landing page testing to improve conversion rates and incorporating predictive analytics for trends and forecast data. Additionally, since this client operates brick-and-mortar stores in malls across the U.S., we also incorporate strategies that will track offline purchases influenced by online marketing tactics.
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Strategic Holiday Planning to Improve Paid Search Performance
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