Who are Precious Little One?
Precious Little One is one of the biggest and fastest growing nursery retailers in the UK – they have grown rapidly since their inception in 2004, and now supply more than 10,000 different products through their website and retail superstore in Grantham.
We’ve been working with Precious Little One for almost 10 years and are always looking to find ways to do more for them and not just let their campaigns tick along. We’ve grown a very strong relationship with the company and at this point, they are generally quite happy to trust us to “get on with it”. We’d been running a high conversion shopping campaigns for quite sometime when we noticed a dip in performance. After further investigation, it was discovered that competitors had been increasing their impressions share significantly by aggressively bidding on key brands, causing the cost per click to rise. This increase put the shopping campaigns in an uncompetitive position during key times of the day. Our client was losing sales because of this, so we had to act fast.
Because we could not pull extra budget out of thin air, we weren’t able to simply increase our bids to overpower competitors. We had to think a little outside the box and be far more innovative.
First, we ran a date and time analysis of the spend across a matrix for a years worth of data. We identified the times that were most profitable for the shopping campaign and uncovered the times where the campaigns could have less budget to run. We then decided on a slightly unconventional setup to better control the budget and corresponding performance of the account. We built three separate shopping campaigns based on 3 times of the day we identified during the initial analysis.
- midnight – 0800am
We then split the campaigns at brand level so we could apply individual bids based on their performance at certain times of the day. We applied the same time of day and day of week adjustments across the 3 shopping campaigns to take advantage of the profitability of the different times of day.
By implementing these changes, this allowed us to not only drive more revenue in a cost efficient manner at specific times of the day as well as enable a substantial increase in the account spend at a consistent efficiency level. As the campaigns gained more traffic, we implemented further strategies to grow the account and drive revenue specifically through shopping.
Some of these strategies included:
- We introduced RLSA lists for shopping. Due to our relationship with Google, we were able to start running this feature while it was still in beta. Also due to our campaign structure we were able to remarket based on a user’s search behavior and likelihood of conversion at different times of day. We could then apply appropriate bid adjustments to each campaign so we didn’t overpay for traffic that historically had shown a lower conversion rate.
- Implement a full strategy by combining display marketing, display remarketing and RLSA lists across the 3 shopping campaigns to introduce new people to Precious Little One and pull them down the funnel to convert.
- By using our knowledge of mobile and the growth that was/is still currently occurring, we applied more suitable bid adjustments. As the shopping campaigns grew, more sales started coming in on mobile. Now, 65% of shopping revenue comes from a mobile device (an uplift of 151% year on year!)