A seasonal business with key revenue driving months coupled with stiff online competition, we recognised that maximising warm audiences and full funnel exposure was essential.
Re-engaging a warm audience more likely to convert, RLSA and Customer Match were used alongside Similar Audiences to broaden reach, providing full purchase funnel coverage during seasonal peaks.
After a 5-month trial, positive Google Shopping results and key learnings fuelled highly targeted campaigns considering profit to direct budget to the areas where revenue and ROI was most evident. Keeping up to date with F.Hinds’ stock availability, sales and special offers, we were able to build tactical audience lists in advance.
Prior to working with WMG, in-store purchases as a result of online reservations hadn’t been measured as Click Assisted Conversions. We introduced a second conversion point that gave F.Hinds a truer representation of paid channels performance.