Black Friday and the 2017 holiday shopping season were crucial for an e-commerce business like Fanatics. The sales goals for the period were high, and the wide range of products (over 75,000 types of kit and merchandise in each market) presented a unique set of challenges as the offers were updated frequently over the peak shopping period.
While AdWords and Google Shopping are obvious marketing channels that deliver a steady flow of clicks, we realised the campaigns needed to grow laterally in order to meet the higher targets. We devised a strategy that broadened the reach of the existing search and shopping campaigns and included launching new campaigns on Facebook.
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All campaigns were highly targeted, with ad copy that was personalised to the individual market segments, driving visitors to pages on the site where they would see merchandise from the specific teams they supported.
Search, shopping, and social media creative was localised for users in Germany, France and Spain. Offers were updated frequently to ensure ads reflected exactly what was on the site. The bid strategy was adjusted to maximise sales volumes while staying well below the target CPA, and budgets were allocated according to local audience affinities.
Comparing the key performance metrics in November to the previous month, the 2017 holiday shopping season saw the Fanatics brand in Europe break a number of their own sales records.
Improved targeting and superior ad quality drives more clicks, which platforms reward with lower costs per click.
Personalised messaging combined with smarter targeting delivers more interesting content to prospects at scale.
We eliminate low performers, refine audience targeting, and reduce cost per click to save you money.
Testing and refining ad copy, landing pages, and conversion paths to eliminate barriers, grows sales per user.
Mining external data allows us to identify new avenues to grow your business, while minimising risks.
Devise smarter marketing strategies that your clients value rather without seeming intrusive or irritating.
