PPC Case Study

Fossil | PPC

Fossil x Indago Digital

Fossil Group is a fashion retailer that primarily sells watches and bags.

When it comes to end of year sales such as Click Frenzy, Black Friday, Cyber Monday and Christmas – we want to ensure our ads reach maximal target audiences.

This means gearing the ad for being presented to as many potential consumers with the right intent to buy – at the right price.

The competitive nature of this space meant most retailers presenting the market with virtually identical sales. And with the Fossil Group’s abundant product ranges – we needed a way to specifically promote those yielding promise for the highest returns.

How can we utilise our budget to improve our YoY revenue growth and e-commerce sales?

The Methodology

After auditing the account, we recognised some lost impression share on brand searches.

Our approach directed to push the Fossil Group’s brand-impression shares as high as possible by raising bids and budgets.

From there we conducted a forecast on cost-and-revenue, based on previous data.

The budget remainder was then allocated towards activating additional generic high-intent keywords. Keywords like ‘handbag sale’ target broader user-ranges during sale periods – instead of the rather specified, ‘handbags for women.’

And with an additional channel visually relaying smoother competitor interpretation – our strategically-applied shopping ads paved the way for our client to stand out.

The Results

Although, our cost-per-click was higher due to the activation of specific high-intent keywords – we attained higher volumes during sale-periods.

By ensuring the budget applications to the correct areas we exceeded revenue targets with our client experiencing:

  • 2.5x increase in ROI
  • 15% decrease in YoY spend
  • 0% of impression share loss to budget for brand searches

The remaining budget for high-intent keywords proved to be the main strategy in reaching Fossil’s goals and expectations.

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