The client

ParkerBrand is a web-based tool retailer offering a broad range of tools, machines, and equipment. They are a family-run business, bringing family values into the heart of what they do. Always putting the customer first, ParkerBrand is committed to providing an excellent level of customer service.

Services

PPC

The challenge

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. 

 

The strategy

To meet the above objects, we implemented the following strategy:

  • Restructure Shopping Campaigns 
    1. Understand seasonality impact on product type performance
    2. Distribute daily budgets across product types  
  • Remove Shopping Campaign inefficiencies
    1. Implement Search Query filtering
    2. Weekly search query auditing
    3. “Everything Else” catch-all campaign to capture outlier products
  • Implement bidding strategies 
    1. Target ROAS across (a large number of) campaigns (Google)
    2. Implement portfolio bidding strategy across 
  • Improve product feed across platforms 
    1. Correct Google Product Category
    2. Implement Product Type 
    3. Implement Custom Labels 
  • Expand across additional channels  
    1. Mirror Google Ads changes across Bing 
    2. Implement Facebook dynamic product retargeting (+ further feed work)
    3. Roll out Google Showcase Ads 
    4. 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, we have also been shortlisted for 'Shopping Ads Campaign of the Year' in the 2020 Biddable Media Awards for this campaign.

The below results were achieved from February 2019 - October 2019:

180%
YoY Revenue Growth
11.08:1
Shopping ROAS

“Since working with Impression our ROI has significantly increased across all paid search avenues. Our account is extremely well managed and time is taken by the team to not just spend the money but also to report on where it is performing.

I would certainly recommend this agency to any business who wants to maximise their advertising spend and reduce conversion costs.”

Find out what we can do for you

Your digital strategy should be having a direct impact on your business bottom line. If you’d like to find out how we can help you achieve better results, get in touch today! Simply fill in the form below and a member of our team will be in touch. Alternatively, give us a call using the number at the top of the page.

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