The Daddy of Product Coverage Solutions.
Boosting Performance over Fathers Day
Father’s Day is The Perfume Shop’s second biggest revenue driving event after Black Friday, which meant it needed to be big, or as they say ‘spritztastic’.
Due to Covid, a surge of store closures and an increase in competition (on both text ads and shopping), NMPi by Incubeta needed to ensure The Perfume Shop products and pricing offers were as visible as possible, whilst making a profitable return. This meant we needed a solution which would give us coverage over longer tail keywords as well as highlighting price offerings.
Goals.
- Increasing return without higher CPC’s
- Maximising product visibility and highlighting price offerings
- Maximise the use of The Perfume Shop’s product feed
Approach.
- Used SA360’s Inventory Campaigns.
- Incorporated The Perfume Shop’s prioritisation data into their feeds.
- Worked with Feedonomics for daily data syncs.
- Built ad templates to ensure that the ad copy was relevant to product categories.
Results.
- Contributed to an overall generic revenue uplift of 211% YoY
- Inventory campaigns had ROAS 129% higher than other Generic campaigns and 101% higher than Shopping activity
- CTR in excess of 8.5%, over 100% higher than the ads in other Generic campaigns
