Adlucent Improves Theisen’s Growth Strategy to Expand to New Markets
EXPAND TO NEW MARKETS WITH DEEP SEARCH™ PERPETUAL SEGMENTATION AND CAMPAIGN ARCHITECTURE
Theisen’s, an American retailer specializing in home, farm, auto, pets, clothing, and outdoor needs, began working with Adlucent in 2019 with the goal of building Theisen’s ecommerce performance via shopping ads and paid search. At the time, Theisen’s only had physical stores in three states and wanted to grow ecommerce across a larger geographic region.
As Theisen’s expanded and grew its operations, Adlucent partnered with them to expand digital advertising to support driving ecommerce demand in “out of market” sales. Theisen’s needed to be primed for expansion and have the right paid search structure in place to grow geographically. They also needed to build a strategy on a more micro level in their ad campaigns to realize efficiencies and continue growing.
How Adlucent Helped
Starting in late 2020, Adlucent created a phased six-month plan to gradually start adding more states to Theisen’s digital advertising program, specifically in search and shopping. In May 2022, we made the decision to switch to Smart Shopping and have seen revenue growth of 200%+ since then, versus only 10-20% before.
We then analyzed which departments and products had the biggest opportunity and adjusted the budget to push on top SKUs. Every week, we would look at the weekly catalogs to determine current promotions and adjusted campaign architecture to reflect, versus letting Smart Shopping determine how to spend. By using our proprietary digital advertising platform, Deep Search™, we are able to use perpetual segmentation to label those products/SKUs, which then automatically funnels them into the right campaigns.
Using Adlucent’s Deep Search™ technology for new market expansion, our campaigns scaled Theisen’s market and saw revenue increase by 41% YoY with an 8% ROAS (return on ad spend) improvement YoY. We also saw tremendous Smart Shopping growth with Deep Search™, resulting in a revenue growth of 84% YoY and a 24% ROAS improvement YoY.
Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, retail media networks, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.