New Look
Taking New Look’s search visibility to the next level
The Objectives
- Increase visibility and traffic to the Onitsuka Tiger eCommerce site
- Launch the remake of the iconic Mexico 66 Delegation shoe while driving revenue at a target ROAS of 300%
The Strategy
- We launched the search campaigns through a phased keyword match type strategy that allowed for expansion at scale
- We identified key consumer behaviour trends through testing analysis, which helped us identify and optimise audience targeting further
- A flexible paid search and Shopping bid strategy allowed us to achieve optimum visibility at the lowest CPC possible while maintaining a high impression share
- We implemented day parting and cross-device strategies to leverage our data based on previous visitors to the site
- Our attribution model allowed us to invest more in certain campaigns, which resulted in driving higher sales volumes
The Results
- Our innovative bid strategy led to an increase in ROAS, which started at 131% when the product launched and soared to 372% in the first 17 days of activity
- Ad copy testing allowed us to improve CVR by 10%, jumping from 2.19% to 2.41%
- Landing page optimisations encouraged a 50% decrease in bounce rate, going from 24.45% to 12.07%, marking a significant improvement when compared with industry benchmarks for bounce rate, which are set at 26%- 40%
- Despite several resellers competing aggressively in the paid search space, we managed to achieve an impression share above 97% while maintaining average CPC’s as low as €0.76
- Landing pages with gender facet saw bounce rates decrease to 12.07%, a significant improvement when compared to those with no gender facet, which had a 19.53% bounce rate
