blended return on ad spend in 2021
eCommerce non-brand PPC revenue growth in 2021
new eCommerce customers acquired in 2021
During the pandemic, when the eCommerce landscape was most competitive, Down The Line trusted Target to scale the online sales of its Magento 2 site with an integrated paid media strategy. Down The Line set us three very specific challenges:
We deployed our strategy across paid search and paid social, with the budget weighted towards Google Shopping based on the results of our initial testing. Our team optimised Down The Line’s product feed before migrating them to a Google CSS Partner to enable a 20% reduction on their Shopping CPCs. We then widened the brand's reach by driving new members of the surf community into the site through paid social. Creatives were (and still are) produced by Target’s design team with distinct and compelling messaging for top, middle and bottom of funnel audiences.
By taking Google Ads copy back to basics, we have been able to drive higher quality scores and ad rank up and achieve a blended ROAS of X22 (across all channels and campaigns). Non-brand search revenue has increased by 393% and total online revenue more than tripled in 2021. The results of our creative a/b testing highlighted that there is minimal price sensitivity with existing customers, which has helped to inform the brand’s pricing strategy and promotional activity.
Target will be partnered with Down The Line throughout 2022 and into 2023. Right now, our team is focused on developing a Performance Max strategy, as the brand looks to get ahead of the curve by incrementally migrating Smart Shopping campaigns over to Google's new Performance Max placement in Q3 2022. We are proud to announce that Target's creative team has also been appointed to produce a suite of video and creative assets at category and brand level for Performance Max.
Complete this form to book your free discovery call, and a member of our award-winning team will be in touch to listen to your business requirements, discuss Target's approach and offer you a complimentary performance marketing audit.
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