Partners Blog
What's new @ Google? Tips and tools for agencies
Coffee break with clients - Ryan and Patrick bring Radio Shack off-season sales
Thursday, April 28, 2011
For the latest installment in the "Coffee break" series, we sat down with Ryan Pedersen, Associate Search Director at Mindshare, and Patrick Kuypers, Digital Media Services Manager at Radio Shack, who shared with us how some simple changes to an already high-performing contextually targeted Display Network campaign for Radio Shack were able to raise it to another level of success. Here's what Ryan and Patrick had to say:
What was the primary campaign/product you were marketing for the client?
The campaign we focused on was Radio Shack's contextually-targeted campaign with brand keywords on the Google Display Network. Our goal was to improve the client's return on ad spend (ROAS).
When Mindshare began working with Radio Shack in May 2010, we found that this campaign had a number of sites excluded, such as a broader range of sites in the tech and mobile space. We think the client was concerned that these categories of sites would not convert as well, especially during what is historically seen as a slow time in retail. However, we used this as an opportunity to re-visit the campaign together with fresh eyes.
What Google solutions did you use to meet Radio Shack's goals?
First, we used Google Insights for Search to show that from May-August 2009, there was a slight up-tick in interest in Radio Shack searches. Normally Q4 is the strongest quarter, but with this data, we could show the value of investing in branded keyword campaigns in Q3, as well.
click to view larger image
Next, Tony Frabotta and Whitney Smith from the account team at Mindshare created a Display Network campaign with automatic placements and keywords. To develop the campaign, we revisited sites that had previously been excluded, and realized that many were tech and Radio Shack relevant sites that had been excluded that had competitive click-through rates and conversion rates. In addition, competitors were on these sites, so felt that Radio Shack should be, as well. We therefore added them back into the campaign.
We also opened up to anything related to electronics to grow reach and client base, as these sites served as push vehicles in search to drive online sales.
From there, we developed an ad group that was tightly organized around variations of the branded keyword Radio Shack to help the Google system target content and map to more relevant sites.
Finally, we also looked at Placement performance reports and excluded any sites that had not been performing.
How did the Google solution perform?
The campaign officially launched in July, and immediately outperformed branded search campaigns. July – September the ROAS was just under $7, compared to just over $5.5 for branded search campaigns, across engines.
Did any results surprise you?
Yes! We traditionally have view contextual targeting as a way to create buzz for search and to leverage content across the Google Display Network. However, by using insights gained from direct response search campaigns, we use successfully use contextually-targeted display campaigns to drive both buzz and sales.
If you did not use this Google solution, how would things have been different?
Our overall blended ROAS would be lower and below our target goal.
For more information on contextually-targeted display campaigns, visit the
AdWords Help Center
. To find useful data trends to inform clients' campaigns, visit
Insights for Search
.
Posted by Agency Blog Team
Labels
Account Manager
88
Account Planner
100
Ad Planner
21
AdWords Editor
23
Analytics
38
Case study
44
Coffee break with clients
5
Creative/Production
39
Display
42
DoubleClick
40
Google Display Network
47
Google Media Solutions Series
4
Holiday
16
Industry Resources
114
Local Marketing
9
Media Buyer
71
Media Planner
108
Mobile
42
Optimization
63
Quality Score
13
Search Specialist
133
Tools
94
Training
141
YouTube
51
Archive
March
( 2 )
December
( 4 )
November
( 1 )
October
( 3 )
September
( 2 )
August
( 2 )
July
( 4 )
June
( 4 )
May
( 3 )
March
( 2 )
February
( 1 )
January
( 2 )
December
( 1 )
October
( 1 )
August
( 1 )
July
( 1 )
June
( 3 )
May
( 3 )
April
( 2 )
March
( 2 )
February
( 3 )
December
( 1 )
November
( 2 )
October
( 2 )
September
( 1 )
July
( 1 )
June
( 4 )
May
( 1 )
April
( 1 )
February
( 1 )
December
( 2 )
November
( 4 )
September
( 1 )
August
( 2 )
July
( 3 )
June
( 5 )
May
( 6 )
April
( 5 )
March
( 7 )
February
( 5 )
January
( 1 )
December
( 8 )
November
( 4 )
October
( 8 )
September
( 3 )
August
( 8 )
July
( 6 )
June
( 5 )
May
( 8 )
April
( 8 )
March
( 7 )
February
( 4 )
January
( 2 )
December
( 5 )
November
( 3 )
October
( 4 )
September
( 3 )
August
( 5 )
July
( 2 )
June
( 6 )
May
( 11 )
April
( 3 )
March
( 8 )
February
( 4 )
January
( 6 )
December
( 6 )
November
( 5 )
October
( 9 )
September
( 10 )
August
( 8 )
July
( 4 )
June
( 10 )
May
( 6 )
April
( 9 )
March
( 7 )
February
( 4 )
January
( 3 )
December
( 4 )
November
( 9 )
October
( 6 )
September
( 3 )
August
( 7 )
July
( 6 )
June
( 17 )
May
( 9 )
April
( 11 )
March
( 17 )
February
( 12 )
January
( 8 )
December
( 8 )
November
( 12 )
October
( 16 )
September
( 18 )
August
( 16 )
July
( 10 )
June
( 10 )
May
( 7 )
April
( 9 )
March
( 10 )
February
( 11 )
January
( 5 )
December
( 11 )
November
( 11 )
October
( 19 )
September
( 14 )
August
( 14 )
July
( 18 )
June
( 15 )
May
( 13 )
April
( 12 )
March
( 11 )
February
( 7 )
January
( 8 )
December
( 8 )
November
( 5 )
October
( 8 )
September
( 8 )
August
( 8 )
July
( 9 )
June
( 12 )
May
( 10 )
April
( 9 )
March
( 5 )
Feed
