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ParkerBrand

Tools retailer grows revenue by 180% in 10 months

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.

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:

1

Achieve a minimum of 10:1 ROAS

2

“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

  • Understand seasonality impact on product type performance
  • Distribute daily budgets across product types

REMOVE SHOPPING CAMPAIGN INEFFICIENCIES

  • Implement Search Query filtering
  • Weekly search query auditing
  • “Everything Else” catch-all campaign to capture outlier products

IMPLEMENT BIDDING STRATEGIES 

  • Target ROAS across a large number of Google campaigns
  • Implement portfolio bidding strategy across

IMPROVE PRODUCT FEED ACROSS PLATFORMS

  • Correct Google Product Category
  • Implement Product Type
  • Implement Custom Labels

EXPAND ACROSS ADDITIONAL CHANNELS   

  • Mirror Google Ads changes across Bing
  • Implement Facebook dynamic product retargeting alongside further feed work
  • Roll out Google Showcase Ads
  • 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 won Shopping Ads Campaign of the Year in the 2020 UK Biddable Media Awards.

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

180%

YoY revenue growth

11:1

Shopping ROAS

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