Using our best practice methods from our Avenue approach, we started implementing the new strategy by:
Optimising Their Shopping
We carried out multiple feed optimisations, including exclusion of low-price products, exclusion of low stock or fragmented stock items, product title optimisations, creating custom labels for various categories including bestsellers and exclusive products. We implemented a 2 campaign Smart Shopping structure to scale reach and revenue via RIXO’s key and current bestsellers, while still applying focus to other catalogue items.
We implemented value-based bidding strategies including target CPA or target ROAS depending on campaign goal to maximise profitability, reporting on best/worst performing products on a weekly basis to ensure budget is optimally spent, scaled activity into Ireland, and planned for further international expansion in 2023
Improving Their Brand Search
Our strategy for Brand Search was to decrease cost of traffic while improving visibility amongst competitors. This meant that by improving Brand Search’s campaign quality and with thorough bid management, we increased RIXO’s impression share while reducing cost per click. Whilst we helped grow RIXO’s online presence, their search volumes also increased.