Incorporated local store presence into search strategy to drive in-store visits and optimize total Enterprise Marketing Return
Paid Digital Media
A fast-growing apparel retailer, selling through ecommerce and brick and mortar stores has been running their national media through Ovative for the last 5 years. As their store footprint continues to expand, we apply local strategies to maximize total enterprise (online + in-store) sales.
1. Restructured all paid media accounts by DMA-type. This included competitive DMAs with 1+ stores open for 15+ months, new store DMAs, and no-store DMAs.
2. Developed supporting reporting at the DMA-level to identify insights and trends, resulting in test identification, goals, media mix, and tactics differ by DMA-type.
3. Leveraging bid optimizations and 3rd party tech to maximize revenue against geo-specific goals. Evolved optimization tactics to target maximizing customer LTV and margin in addition to top line revenue.
Integrated efforts across Ovative Site Optimization, SEO, and Paid Media teams to design and activate against a holistic strategy to improve the site experience and generate more effective total media performance....View more >>
Customer-Centric Paid Search Approach...View more >>