For online fragrance retailer Parfum Muse, Q4 is a critical trading period. In spite of having a very compelling USP in the form of tailored fragrance consultancies for their customers, Q4 is always hugely competitive. Typically this sees bidding costs for performance media and relative keywords sky-rocket not just amongst their nearest competitors but also from department stores and other health and beauty retailers.
As a result our brief was focussed on ROI optimisation at a time when this would be at it’s most challenge, made all the more difficult by our secondary objective of growing their brand recall and CRM audience through an effective sampling campaign. This additional channel and objective would place further strain on available budget, effectively reducing the paid search spend YoY to boot.
Our immediate focus would be to leverage our ecommerce expertise to drive efficiencies across their bottom funnel Paid Search activity. Following an initial audit, the need for a complete account restructure was quickly identified and implemented, along with the addition of shopping campaigns.
With the paid search account upgraded to optimise towards conversions, our team went on to then introduce Google’s Performance Max product. As one of just 3% of agencies to hold Google Premier Partners status, the BETA testing access we’d already benefitted from was leveraged to create multiple asset groups. Based on brand and products these were implemented to using tailored audience signals and creatives to drive performance.
Furthermore, we identified an opportunity to leverage the new brands and products available for the season by adding search-based brand/product campaigns to unlock additional revenue.