As all good international digital marketing strategies must, we began the process with a thorough audit of the website, their competitors and the industry to identify how we could improve upon existing campaigns and build upon them.

It quickly became apparent that Google Shopping & Bing Shopping were going to be pivotal in scaling sales volume. For us to properly utilise this tool, we first had to optimise the product feed using our feed optimisation tool.

We also wanted to make use of our Comparison Shopping Service Partner to allow us to receive up to a 20% discount on product clicks (note: this applies to the SERPS page only). The next step was to properly segment their campaigns so that we were spending the largest amount of their budget on branded terms such as “nike air max 95” or “adidas yeezy 500”.

From our research, we learnt that the Return On Ad Spend was much higher for branded terms than generic terms such as “mens white trainers” or “mens red tshirt”. To segment the campaigns, we used a complex combination of campaign settings, audiences and negative keyword lists which ensured that we could quickly scale ad spend and revenue without risking a reduction in ROAS.

We also utilised search campaigns and display campaigns across Google, Bing, Facebook and Instagram to increase engagement with target audiences, build brand awareness and drive further revenue.