Case Study: Major Department Store Retailer
SHOPPING ADS SPREAD HOLIDAY CHEER FOR MAJOR DEPARTMENT STORE CHAIN
Paid search becomes the #1 performing channel thanks to a mobile-first approach.
About the Client
A department store chain with over 250 storefront locations knew that digital would be an important part of their growth. They selected Adlucent as their search agency in 2013, and they have experienced an average 120% growth in search and PLA revenue year after year. There’s a lot to like about this client but what we enjoy most about our partnership is that they are a huge proponent of testing, allowing us to continually innovate and optimize their account.
The holidays make up a significant portion of the retailer’s annual revenue and they knew digital would play a critical role in helping them achieve their aggressive goals across the company. With an strong understanding of how impactful Product Listing Ads could be, they worked with Adlucent to reallocate spend from lower performing channels to their Shopping program.
How Adlucent Helped
Knowing that our goal was to make Cyber Week 2017 our client’s best ecommerce performance on record, we began holiday planning during the summer of 2017. Our first priority was to restructure the client’s PLA program. As part of this restructure, we helped our client focus more on mobile to capitalize on select audiences. We leveraged expanded text ads to own more of the mobile screen. We also created unique optimized audience-specific ads by designing a custom formula that serves tailored ad copy to defined audiences through Google’s Customer Match solution. We were able to modify bids so they were seen by high value mobile shoppers, ensuring that every search dollar was spent efficiently.
These new holiday strategies paid off. In fact, Thanksgiving Day alone generated a 16.8% growth in revenue over 2016 Thanksgiving sales. With our efforts focused on mobile, our client saw a 40% increase in profit, which made search the top performing marketing channel within their company. But we didn’t stop there. By building off their November success, we helped our client exceed their December holiday goals, too—with their PLAs outperforming December 2016 by one million dollars in revenue.
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