Performics needed to successfully maximize online exposure for an outdoor retailer during their regular catalog drops. The team had to increase paid search exposure during these times of high brand interest and increase online sales, but then return the earned revenue share (ERS) to goal immediately post-catalog drop.
The increased interest and sales generated by the catalog only last 5-7 days, so the aggressive account changes required to improve account position within the short flight periods caused a lingering period of increased ERS. The team was challenged to:
Performics developed and implemented a “hyper-flighting” path to perfecting the program:
By removing caps and focusing bid adjustments on broad match brand terms, year-over-year results of the bid strategy speak for themselves:
“Sales strongly correlate with our catalog drops and annual sales. The flighting strategy that the Performics team perfected helped optimize traffic to our site during times of high interest. Recent work not only anticipated traffic, but also the rate at which it was coming; our campaigns ran more efficiently and were more profitable.”
– eCommerce Manager