(Jan-Apr 2017 vs. Jan-Apr 2018)
PPC, PSA, Email Marketing
After reviewing the account, we discovered several factors that were attributing to the lack of success with scaling generic campaigns. Firstly, a PPC remarketing & funnel strategy was not in place. When selling higher-priced items online, this is essential as it’s a decision made over time, not on the first touch.
Secondly, bid adjustments and exclusions were not in place for demographics, devices and time of day. By setting up a remarketing campaign, offering incentives to users that had previously visited the site and adjusting bids for top and bottom performing categories, we have been able to scale this account 531% year-on-year.