Our client Knomo sell high end, luxury bag wear designed around personal tech; Curated’s Paid department reasoned the Black Friday weekend could be a major opportunity to generate new customers and boost revenue.
The ingredients were all there: Knomo’s audiences included both male and female customers of stylish and fashionable tech accessories. Historically, the Black Friday period has been particularly beneficial for retailers across both tech and fashion. Our aim was to take advantage of the volumes of shoppers searching Google over the Black Friday weekend. It seemed an opportune time: Knomo were gearing up to introduce a new collection the following year, so we could help shift their stock, boost their revenue, and cultivate their brand following all in one.
We were confident a tactical paid campaign, coupled with the Knomo’s aggressive on-site discounting, would prove a powerful attraction to consumers during this heavy sales period. The budget wasn’t extensive, however, so we needed to be thoughtful in our approach.
What we did
It was imperative we implement the Black Friday push in a cost effective manner to ensure maximum returns for the client. Doing so required we consider our keyword bidding carefully — we needed to strike a balance between proactively bidding on the most successful keywords without cutting too deeply into Knomo’s potential profit. Our research and personal experiences with similar campaigns helped identify keywords and campaign settings we were confident would be successful. Having decided our approach, we moved quickly; above all else, we knew agility and strategically aggressive bidding would be key during the relatively short sales period.
Another fundamental would be partitioning our audiences. Doing this would create several affinity audiences that we felt would lead to a more efficient bidding strategy. The resulting audiences included:
Segmenting website visitors in this way allowed us to apply unique audiences to our campaigns, tailoring bespoke bids and messaging specific to those audiences. For Google shopping feed, we prepared temporary titles and descriptions optimised for Black Friday and Cyber Monday related searches. These also had the new ‘merchant promotions’ extension applied and were subbed the week before to pique interest — growing awareness of the Knomo brand. Applying temporary optimised titles and descriptions gave us maximum visibility at the, in a similar manner to organic SEO. From a technical standpoint, we created keyword priority bid rules and countdown ads that boosted our ad rank, keeping us in competitive positions throughout the weekend whilst also avoiding excessive spend.
The short answer is that this proved to be Knomo’s most successful sale campaign ever.
Looking at how the numbers stack up compared to 2015’s Black Friday weekend we achieved a year on year revenue increase of 531.36%. The aggressive on-site discounting, combined with the tailored targeting of searchers, resulted in a Conversion Rate increase of 77.85%. This was largely down to ad quality, so important to an efficient campaign, and our gains on quality score brought down our cost per click. Consequently, we experienced a reduction in cost per transaction of 31.85%, and a raise on our Return On Ad Spend by 36.32%.
Sound good? Feel free to get in touch if you’d like a hand driving customers to your e-commerce website. We’d love to chat about it.