Big Clothing 4 U

We implemented separate strategies to suit each channel, ensuring campaigns were suited to each platform.

PAID SOCIAL STRATEGY:

• We used around 40% of the budget to focus on a prospecting campaign targeting lookalike visitors of people who recently purchased from BC4U
• The other 60% of the budget focused on various different remarketing campaigns
• A further key aspect of the BC4U social account is the number of different ad variants we are split testing, 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
  • Instant experience ads
• Having such a wide variety has helped find the most effective variants that resonate with their audience and help improve performance

PAID SEARCH STRATEGY:

We needed to ensure that coverage was spread across a number of key products whilst allowing for an increased brand presence. As such:

• We sought to ensure greater visibility on both sizing related and slightly more generic ‘large clothing’ keywords.
• Noting both key competitors and brands we looked to target relevant, engaging copy to individuals searching for similar products and ranges
• Brand campaigns took on an increased role, looking to dominate search pages and ensure an increased awareness of the business.
• We implemented different audience targeting techniques, ensuring these were ran in tandem with custom website audiences.
• We also sought to re-engage site users with the introduction of dynamic search remarketing campaigns.

SHOPPING STRATEGY:

We sought to break campaigns out into three separate categories. These were split based on branded and generic terms and used search query filtering to ensure relevance.

• We ensured that campaigns ran in line with up to date product listings and that where necessary these were broken out by product type.
• Similar to search campaigns, we ensured that relevant affinity and custom audience targeting was added to shopping campaigns to ensure greater relevance.
• We applied product type attributes to feed and from here subdivided campaigns by top performers. This allowed for a more granular approach to optimisation.