We launched search campaigns for our client, segmented at the top level into ‘generic/non-brand’ and ‘brand’. This allowed us to capitalise on the brand side on the high search volume for our client’s brand name and specific products, playing on the fact that Gill is very well known and making huge gains because branded traffic is usually the cheapest option. This also allowed us to position our client favourably alongside their distributors who were, for the purposes of this activity, also our competitors. We used words like ‘buy direct’ and ‘official store’ to further promote the fact that these ads were direct from Gill themselves.
Within our search campaigns, we noted that at the start of a new season, users will search for specific product models such as ‘Gill OS2 jacket’. We therefore used SKAGs (single keyword ad groups) to target those specific, high intent searches with aggressive bids to capture as much of that traffic as possible.
As part of this model-specific targeting, we also integrated with our client’s other channels. For example, they sent email campaigns promoting new items and when they did, we made sure they were completely visible across their paid channels for that item. Similarly, our PPC strategy mirrored their social media calendar, helping to promote their focus products each week.
We used the following scripts to push our campaigns even harder:
Brand Position 1
This pushes our bids to achieve position 1 on branded searches as we know conversion rates (and therefore ROAS) are highest here.
Ngram analysis
Ngram analysis finds high performing keyword groups and facilitates optimisation of campaigns based on the phrases that work best.