This luxury retailer challenged DOM to increase sales in every geographic region with specific focus placed on APAC. The advertiser was able to provide a large amount of historical data, which offered insights, and presented its own challenge in interpreting which internal factors - including brands, SKUs, and pricing - contributed positively to sales in specific territories. In addition, DOM began working with this advertiser in November as they were gearing up for the heaviest shopping season of the year, representing a huge impact on annual sales
DOM first reviewed the data and reworked campaigns within the existing PPC accounts to leverage heightened buyer intent with around-the-clock care over the Black Friday promotional period. Global efforts were coordinated among existing accounts with Google, Bing, Baidu, 360, Shenma, Naver, Daum, and more. DOM also created a new account with Yahoo! Japan. Once the holiday period ended, DOM created a new annual strategic plan incorporating regional holiday promotions, special Google beta opportunities, site testing, and new campaign launches. DOM optimized all campaigns for the best performance based on return on ad spend and specific market entry goals, shifting budgets globally to top markets.
Within one year of partnering with DOM, the retailer saw impressive increases in PPC conversions from around the globe, including important countries in the APAC and Middle East regions. Key results include
While a few countries had lower conversions year-over-year due to political instability, currency fluctuations, or other factors, gains from the majority of countries led to a large overall increase in revenue during the major holiday period and throughout the year.
By The Numbers
Specific Country Conversion Increased