Challenge

Optimizing Pure Cycles Campaign

Pure Cycles encountered numerous obstacles due to high demand for their product; surging demand for their products created a constantly fluctuating inventory scenario. In turn, making it difficult to run online campaigns that reflect their inventory availability

We planned on focusing on 2 areas:

    • Grow sales online year over year by 10%

    • Restructure campaigns to minimize wasted spend on out-of-stock products

Solution

Paid Social Strategy

  • We feed the top of the funnel by utilizing a prospecting campaign targeting lookalike visitors of people who recently purchased

  • The remaining budget focused on dynamic remarketing campaigns

  • We also planned on running split testing with different ad creative, thanks to the wide array of creatives our client provided. As a result, we have been able to run with;

    • GIF ads

    • Single Image

    • Carousel

    • Dynamic Remarketing

    • Video

  • Having such a wide variety of creative helped find the most effective variants that resonate with their audience and help improve performance

Search Strategy

  • To capture users in the research phase who were interested in purchasing bikes, our top and mid-funnel search campaigns focused on lower-intent search queries. Meanwhile, we targeted higher-intent queries using search campaigns powered by DSA ad groups built on a dynamic page feed. This approach limited spending to in-stock and high-priority products.

  • Utilizing shopping campaigns ensured we maintained a high impression share for users looking for specific bike models, delivering revenue at the bottom of the funnel

  • Due to frequent inventory changes, we structured campaigns to restrict spending to particular products with a greater level of stock depth to prevent wasted spend, particularly through search and shopping campaigns

  • Product feeds were updated weekly to ensure the accuracy of inventory and used a centralized document for priority SKUs to be updated and dynamically pulled into page feeds

Measurement/KPIs

  • Benchmark CPA: $77

  • Online Sales Volume

Results

The below results reflect a time period YoY (1st Jun – 21st Oct 2019 vs 1st Jun – 21st Oct 2020)

  • 45% increase in website purchases across both channels

  • 62% rise in revenue from shopping campaigns

  • 46% increase in revenue in paid social

  • $65 CPA achieved