One of my favourites yet most challenging projects that really put my knowledge and experience of cross channel marketing and use of technology to the test!
38% Increase in Revenue YOY
Enhancing their cross-channel marketing strategies, maximising the use of audience lists, better use of technology and data insights increased revenue by a whopping 38% YOY!
- 19% COS reduction YOY from 4.5% to 3.66%, despite a 12% cost increase.
- 44% increase in revenue YOY for Black Friday week with a 21% reduction in COS.
Multi-Channel Strategies and Tactics
- Rollout of an in-house tool very similar to the Google Performance Planner, to better allocate budgets to areas more likely to bring a better ROI.
- Use of insight data (ICC: initiator, contributor & converter model, time to buy and seasonality curves) to improve cross-channel marketing strategies focused on targeting the right users with the right ad when they are more likely to convert.
- Use of insight data (ICC: initiator, contributor & converter model) to upsell and cross-sell products across all marketing channels
- Introduction of cross channel RLSA audience lists to retarget users based on their previous activity, enabling us to optimise to a more efficient ROI, targeting users with the correct ad at the time they’re more likely to convert.
- Introduction of structured day to day plans to better prioritise tasks based on the effect of account efficiencies.
PPC
- Implementation of inventory rules for PPC using an in-house tool (using Google scripts) to automate ad status based on product inventory.
- Better use of technology to automate ad creation at product level, using an in-house technology “Portfolio Manager” (similar to dynamic search ads / creating ads based on data feeds using Google Scripts)
- Emend bidding strategies to match SERP changes, whilst doing a full rollout of expanded text ads
Shopping
- Better feed management integration for a richer product data feed.
- New optimation rules implemented to the feed management platform to automate optimisation, both enhancing feed quality and reducing working hours within the team.
- Quick rollout of Bing product listing ads in time for Black Friday week
- Application of Google local inventory ads to maximise likelihood of in-store visits
Display
- Quick application of search query ads (1st in UK) and location extension (1st in UK).
- Use of “in-market” audience lists to better target people who are actively searching for the products Argos sell.
- Use of “similar to” audience lists to better target new customers that share the behaviours and characteristics of existing customers.
- Use of ICC (initiator, contributor & converter model), time to buy and seasonality curves to increase ROI by showing the correct ads to the right users, at the right time
- Use of ICC data to identify category relationships and interdependencies, to help upsell and cross-sell
Social Media
- Use of customer lists to make custom audiences, targeting in-market users
- Launch of dynamic retargeting ads to remind users of products they’ve browsed whilst also looking at ways to upsell and cross-sell products
- Apply locations to the Facebook page to enhance our click and collect strategy
Achievements by Marketing Channel
PPC
- Revenue increased by 33% despite a 6% reduction in marketing spend
- COS reduced by 21% YOY, from 3.77% to 2.98%.
- 11% spend increase to Black Friday week with a 34% increase in revenue at a reduced COS of 2.46%
Shopping
- Improved performance of over £270m in revenue at a 4.92% COS.
- Launch of Local Inventory Ads (LIA) and Bing PLA
- Record Black Friday week with over £16m in revenue at a 3.39 COS
Paid Social
- 23.2% decrease in COS despite 183.3% increase in spend
- 370% increase in revenue
Display
- Moved from a keyword to an audience approach
- Revenue up 370% YOY with a 46% decrease in CPC
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Leila Gregory
User Interface Designer
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Tom Williams
CEO
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James Robbins
Photographer