Whilst stores were closed or facing lockdown restrictions, we set out to implement a full-funnel strategy to drive users to Rutland Cycling’s ecommerce site, no matter what stage they were at in their journey.
- Top and mid-funnel search campaigns targeted lower-intent search queries for users that were in the research phase and interested in purchasing bikes. Higher-intent queries were targeted with search campaigns through DSA ad groups built on a dynamic page feed, restricting spend to only in-stock and high-priority products
- Search query-filtered 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 pervasive stock shortages in the cycling industry, we had the additional strategic challenge of restricting spend to particular products with a greater level of stock depth to prevent wasted spend, particularly through search and shopping campaigns