A data-led, insight-driven paid search makeover to steal impression market share.
Our new campaign structure took a little while to get going - starting from scratch can often have this effect.
But, with close monitoring of the search terms data and constant optimisation of the campaigns, we started to see some excellent results around key non-brand terms, stealing impression share away from Navy’s key competitors.
We gradually expanded our shopping campaigns, focusing on those products which were delivering the best return. We worked on a supplemental feed to better optimise the product titles and descriptions based on that all-important search terms data.
We have also introduced some ‘performance max’ campaigns; Google’s newest offering. So far, these have helped us to deliver a huge amount of brand awareness. They have also revealed new, surprising data on which products can sell when you begin a strategy to proactively go after prospective customers (rather than waiting for them to come to us).