Propper International Sees 13% ROAS Improvement with Adlucent’s Paid Search Strategy

New Approach Leads to 38% Increase in Revenue YoY

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The Challenge

Propper International, a tactical apparel manufacturing company specializing in workwear, law enforcement, public safety, and military gear, was looking to improve its historical spending and return on ad spend metrics following its adoption of Performance Max. Noticing a plateau in year-over-year (YoY) performance across its eCommerce business segment KPIs, Propper came to Adlucent seeking a new path forward to accelerate its paid search campaign growth. 

02

How Adlucent Helped

The Adlucent team’s initial action was to ensure that the current campaign structure aligned with the team’s best practices and expertise. Next, Adlucent conducted a competitive analysis to determine the biggest areas of opportunity for Propper. As a result of their findings, the team drafted new ad copy highlighting Propper’s market differentiators. Based on their extensive background in Performance Max, Adlucent also recommended new ad creative, partnering closely with the client by providing strategic creative consulting recommendations to create new, high-quality, relatable ads. Next, the team looked to revamp Propper’s audiences. The new approach involved targeting not only in-market audiences for the brand and Performance Max campaigns but leaned into and expanded the non-brand campaigns as well for an omnichannel strategy to drive outperformance.  

Finally, Adlucent optimized Propper’s product breakouts. Adlucent aligned the product breakouts with Propper’s website, such as workwear, to allow for optimal targeting to ensure ads resonated with not only returning customers but also new customers to create a full-funnel strategy and capture market share.

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The Result

With Adlucent’s new campaign strategy, Propper was able to break through their paid search lull and saw a 13% YoY improvement in ROAS. Additionally, within the first six months of taking over account ownership, Propper saw a 64% increase in new customers, compared to the previous six months, and a 38% increase in revenue YoY.

Adlucent

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.