We are thrilled to have been shortlisted for two awards at the upcoming European Search Awards, taking place in Krakow, Poland in April. We have been nominated in the ‘most innovative campaign’ category with Joules, and the ‘best use of search – retail’ category with Argos.
Reshaping multi-channel marketing with Joules
We began working with Joules in 2015, with the overall objective of re-shaping their multi-channel marketing activity, using data-led strategies to drive revenue and return on investment. In late 2015 we set the Joules PPC activity live on our predictive analytics powered marketing intelligence platform, Forecaster, to improve the efficiency of the campaigns.
We then set out to explore ways to strategically adjust marketing activity in line with customer behaviour, allowing us to maximise return on investment across all search channels. Our partnership with Joules over the last 12 months has required us to thoroughly examine how, where and when budget is spent across all search channels, and be reactive based on how each product in each channel is performing.
Reimagining product listing ads with Argos
Google Shopping is hugely important for Argos, with a high proportion of their Google budget dedicated to the channel. Our strategy was to investigate ways to maximise performance in the PLA channel, exploring Local Inventory Ads, device and audience optimisation, and Bing PLAs.
We launched LIAs, creating a local product feed containing Argos’ vast portfolio of products, which provides stock information by product and store in real time. In order to adapt our strategy to customer behaviour, we began optimising all three devices individually through Forecaster, and launched Audience optimisation. We also took advantage of the rollout of the Bing PLA offering, adapting our proprietary feed management system accordingly. We continue to develop Argos’ PLA channel, have recently launched Shopping Showcase Ads; Google’s answer for top of the funnel queries.
The European Search Awards
The European Search Awards aim to celebrate the very best in SEO, PPC, digital and content marketing in Europe. The awards are now in their sixth year and attract hundreds of entries from some of the leading agencies and professionals from across Europe. We are up against formidable competition in both categories, including entries from Lidl, Littlewoods, Thomas Cook and Airbnb. We are really pleased to have had our work recognised as being among the best in Europe, and we look forward to congratulating all the winners at the ceremony next month.