Objective
POMPdeLUX faced challenges in a market affected by the aftermath of COVID-19. They needed to attract new customers to their home shopping universe with dedicated consultants and their website. Additionally, they wanted to maintain focus on their SS21 collection. Their goal was for all running campaigns to contribute positively to ROAS and revenue.
Strategy
Based on data about the target audience's behaviour, we implemented in-market and affinity segments for precise audience selection. On this basis, we created a combination of Search, Display, Shopping, and YouTube campaigns to attract new customers and achieve a ROAS of 3 for brand awareness campaigns for their SS21 collection. Adapting messages and products based on search intent and attribution analysis contributed to a holistic customer journey strategy.
What we do
In our collaboration with POMPdeLUX, we addressed their homeshopping challenges through the strategic use of YouTube action campaigns throughout the SS21 period. We applied two approaches: one targeting low-funnel users to retain them, and one top-funnel approach for general branding and segment targeting. Using Smart Bidding and target CPA/ROAS as a bidding strategy, we continuously adjusted bids to attract new and relevant traffic and re-engage previous visitors for conversions.
The Numbers
New Sessions
Decrease in CPA
Increase in conversion rate
Google Ads - across all markets
Feb. - Jul. 2021
Impressions: 1,400,989
Views: 654,251
Clicks: 3,550
View rate: 46.70%
Conversions: 353
ROAS: 7.69
SS21 compared to AW20
Conversion rate increased by 3.98%
ROAS increased by 5.79, equivalent to 22.59%
Sessions increased by 10%
Through our collaboration with POMPdeLUX, we gained deep insight into the challenges they faced as a result of COVID-19, particularly with their homeshopping activities. We therefore worked strategically with their advertising to retain existing customers and attract new ones on the platforms we assessed had the greatest potential. It has been important to think of new ways to increase brand awareness and drive relevant traffic to their website. To achieve our strategy, it has been crucial that the team behind POMPdeLUX trusted that their strong results also mattered greatly to us. This required open communication and a belief that we only take on tasks we are confident we can deliver successfully. It turned out that our choice of combined campaign types was the right solution, both increasing the conversion rate and improving their ROAS.
Rasmus Sahlholdt, PPC Specialist hos Searchmind
