Granular account structure & targeting segmentation was the key to our successful strategy. We identified who our prospect audiences were by gradually narrowing down our targeting to find the most profitable segments. This was complimented by interest & look-alike Paid Social targeting

We implemented Performance Max campaigns with a cautious approach to our initial builds as this was a new offering from Google and for all advertisers our experience on this campaign type was limited, but Google was moving away from the traditional Smart Shopping campaigns.  Month on month we  drilled down on our campaigns as to what we were observing WoW. 
With the new feed coming live we split out product collections to drive greater performance across all channels expanding our ability to optimize performance while maintaining  tROAS.  

In terms of targeting, we overlaid our broad match and interest based generic keywords with offline to online CRM data audiences, through running Paid Search (brand and non-brand activity) and Paid Social (prospecting and retargeting activity).

We focused on users who had interacted with the brand before; either by previously visiting the website, liking the Facebook page or signing up for the Newsletter.

Results:

By focusing our campaign splits based on performance and priority we were able to increase performance across all initial KPI’s.

Our strategy resulted in a:

• +23.1% increase in site traffic QoQ,
• +42.2% increase in Revenue QoQ,
• +24.8% increase in ROAS QoQ and a
• +10.3% Uplift in average order value.