Case Study: Mass Merchant
FINDING BUYERS IN A TIGHT ECONOMY
Adlucent Exceeds Revenue Goals Despite Downturn
The Search for Better Returns
A mass merchant, and Internet Retailer Top 50, was struggling to see success with their paid search program. Over the years, they had engaged with multiple leading SEM agencies and technology providers but results had always been disappointing. Many struggled with managing a campaign for over four million SKUs and the highly dynamic nature of SEM for Internet retail. Higher revenue and new customer acquisitions often came at the expense of profitability – a compromise they were not willing to make.
Top Retailer Turns to Adlucent
Facing a tough economy, strong competition, and aggressive margins, this retailer sought a partner with a fresh strategy and strong, retail-centric technology. They turned to Adlucent, intrigued by the company’s Deep Search® technology, geared specifically for retail search marketing. They were also impressed with Adlucent’s unique performance-based compensation model. After a highly successful three-month pilot, Adlucent became the agency of record for the entire account.
Putting DeepSearch™ to Work
To achieve the merchant’s ambitious ROAS goals, Adlucent focused specifically on non-branded, product-level terms.
The Adlucent team quickly expanded coverage across the entire retail catalog. They leveraged advanced retail Deep Search modules to optimize for revenue and profitability by predicting key factors, such as product effectiveness and competitive seasonal trends.
Adlucent also aligned the campaign with the retailers inventory activity. By automating the extrapolation of key data from massive daily feeds, Adlucent could better manage bids based on product availability and sales priorities. The integration of other product-level data, such as ratings and reviews, further enhanced performance and ad relevance.
Within months, Adlucent boosted profitable revenue from paid search by 75%. Equally important, Adlucent doubled conversion rates on paid search campaigns. By expanding keyword coverage, Adlucent captured higher quality leads and exceeded the retailer’s aggressive ROAS target for nonbranded campaigns. Despite being one of the most challenging economic climates in decades, Adlucent quickly achieved the retailer's goals while setting the stage for continued success and a strong holiday season.
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