Impact
41%
increase in online revenue
49%
increase in store visits
27%
increase in PPC conversions
16%
increase in online conversion rate
Best PPC Campaign
Northern Digital Awards Winner
Best Retail PPC Campaign
European Search Awards Finalist
Halfords Paid Search
Challenge
Together with long-standing client Halfords, we had a mission to delve deeper into the attribution model and identify the true relationship between online and offline.
The difficulty for omnichannel retailers is applying the same rigorous metrics to the evaluation of impact on store sales that we apply to online sales. We were convinced paid search could impact in-store performance, with our paid team obsessed to discover how this could effectively be attributed.
Solution
We worked closely with Google to combine in-store transactional data from 400+ stores with geo-targeted paid search activity to create normalised benchmarks on which a pilot test could be undertaken.
Transactional data was analysed to enable the creation of randomised, balanced test, including control groups with comparable data sets. We created specifically weighted geo-targeted campaigns to isolate paid search activity across the test and control regions.
Manual control and override of Google’s machine learning smart bidding strategies and capabilities ensured our overarching strategy didn’t favour online conversions over offline. We had to bypass the limitations of Google and smart bidding for offline activity through budget management and ROAS targets and close monitoring.
This required a significant time commitment and monetary investment into infrastructure from the client to commit to providing store stock data for Local Inventory.
Partner with a team that’s always thinking ahead of the market
If you have a brief then we'd love to help. Please give us a call or drop us a line today.