Using countdown ads and merchant promotions, we created urgency to show users the time-sensitive offer. We also agreed an exclusive PPC 10% off code with the Moda in Pelle team, and communicated the code across search ads and shopping promotions, alongside a limited-time ‘free delivery’ offer to drive a higher conversion rate at minimal cost to the brand. The free delivery messaging proved invaluable as it meant the brand could compete with the free delivery Amazon offers as standard on most products.
In addition, we added seasonality bid adjustments to the account to inform the campaigns, which use automated bidding, that we anticipate increases in conversion rate across the 2 day period, to ensure Moda in Pelle stayed in front of relevant customers.
Ahead of this key sales opportunity, we planned in budget adjustments with our client to ensure we had enough budget across the 2 days to cover the anticipated rise in traffic and sales so we could be really reactive to the data we were seeing and capitalise on this event.