Fossil - PPC Case Study
Fossil's challenge
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 to be 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 presented the market with virtually identical sales. And with the Fossil Group’s abundant product ranges, we needed a way to promote those yielding promises for the highest returns specifically.
How can we utilise our budget to improve our YoY revenue growth and e-commerce sales?
Our 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.’
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 was the main strategy for reaching Fossil’s goals and expectations.
