ShopDirect And Very.co.uk Drive 62% Lift In ROI For Shopping Season

Objective

• Drive YOY lift on Black Friday and across the Golden Quarter (October through December).
• Drive efficiencies within the campaigns to ensure they were investing in the right channels.

Solution

• Segmented search campaigns by new visitors, previous visitors and converters’ profiles in Google and Bing in order to optimize by customer type.
• Utilized Skai’s Portfolio Optimizer to automate bid and budgeting for these campaigns by customer type, and Halogen forecasting to develop and control spend pacing.
• Adopted a similar solution on shopping campaigns in order to better optimize bids and budgets.

Results

Skai’s technology contributed to:

• For Black Friday, search revenue increasing by 66% and ROI growing by 75%.
• Shopping revenue for the same time period increasing by 104% and ROI growing by 32%.
• Overall, for both search and shopping, revenue growing 82% and ROI increasing 62%.