Setting a trend in PPC

for Pure Collection

In the fast-paced world of fashion, Pure Collection needed a new approach to paid search that would keep it very much on trend.

Formula:

The Challenge

In the fast-paced world of fashion, Pure Collection needed a new approach to paid search that would keep it very much on trend.

With generic, non-brand terms struggling to gain traction in this increasingly competitive sector, a new approach was needed to drive sales without increasing costs for this cashmere fashion retailer.

The challenge for Stickyeyes was to increase both sales volume and revenues by 20%, without paying more than £45 for non-brand sales, and to maintain an overall CPA of less than £5.

Achieving these figures would rely on a deep understanding of the Pure Collection audience and, through some detailed analysis, we were able to identify a number of key opportunities.

The Solution

Using intelligent insights, we were able to identify a number of opportunities to enhance the Pure Collection PPC campaign.

Our analysis found that where Pure Collection offered a wide range of clothing, generic traffic converted at reasonable rates but where the range was limited, so too were the results. This allowed us to change the shape of the entire campaign to make much more effective use of the Pure Collection inventory and ensure that Pure Collection communicated with just the right audience.

Having identified successes in the Google Display Network, we introduced a range of other image based marketing tactics, including such as Criteo dynamic remarketing.

By using Criteo to retarget previous customers and pick up their ‘dropped baskets’, we were able to deliver an immediate impact on sales volume and revenue. In total, Criteo activity delivered the second highest volume of revenue (behind brand names), despite being active for just eight of the 12 months.

The Results

The numbers speak for themselves.

Over the course of 12 months, Stickyeyes’ revamped approach delivered a £1.7m (30%) increase in YoY revenue, a 32% increase in sales volume and a 42% YoY increase in brand reach, at a cost increase of just £40.5k.

Our activity on Criteo alone delivered the second highest volume of revenue (behind brand names), despite being active for just eight of those 12 months. These figures were delivered at a blended CPA of just £2.15 – 57% below target.

The success of the campaign was recognised with a nomination for ‘Best use of Search – Retail‘ at the UK Search Awards.

uksearchawards

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