"Given that ParkerBrand had allocated greater resources to paid media, higher performance objectives were set for 2019. Overall, the goal was to grow revenue rapidly over a short period of time whilst maintaining the return on ad spend (ROAS) to remain profitable. This translated into the following objectives: Achieve a minimum of 10:1 ROAS "Grow revenue as much as possible" from a year-on-year perspective"
"Restructure Shopping Campaigns Restructured Shopping Campaigns1. Understand seasonality impact on product type performance2. Distribute daily budgets across product types Remove Shopping Campaign inefficiencies 1. Implement search query filtering2. Weekly search query auditing3. "Everything else" catch all campaign to capture outlier products Implement bidding strategies1. Target ROAS across a large number of campaigns2. Implement portfolio bidding strategy Improve product feed across platforms 1. Correct Google product category2. Implement product type3. Implement custom labels"
"Implement RLSA campaigns in Search to capture previous shopping visitors (80% account + shopping) The Results As a result of our work on this campaign, Impression was initially shortlisted for the award for best use of search (retail/ecommerce PPC) in the UK Search Awards. Since then, this campaign has been shortlisted for 'Shopping Ads Campaign of the Year' in the 2020 Biddable Media Award"
ParkerBrand is a web-based tool retailer and family-run business focused on customer service. Greater investment in paid media produced higher 2019 performance targets: achieve a minimum 10:1 ROAS and maximize year-on-year revenue growth. The campaign restructured Shopping campaigns, removed inefficiencies via search query filtering and auditing, implemented Target ROAS and portfolio bidding, and improved product feeds with correct Google categories, product types, and custom labels. Budget distribution and seasonality analysis guided daily budgets across product types. Expansion included mirroring changes to Bing, Facebook dynamic retargeting, Google Showcase Ads, and RLSA campaigns to recapture shopping visitors. The campaign earned award shortlistings.
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