OUR PAID SEARCH STRATEGY
We knew we had to be creative when devising a biddable media strategy, competition is high, targets are ambitious and budgets had to be justified with strong revenue returns. Below is a breakdown of the biddable strategies we used:
- For Infinity, the ‘Messy Middle’ of the marketing funnel is the dominant space, so much of our activity focused on this. We boosted brand awareness and continued to push Infinity’s ‘Club Infinity’ rewards programme as this contributes heavily to their revenue.
- Smart Shopping campaigns, making the most of its full funnel approach. We split each campaign into three subsets: ‘Best Sellers’, ‘Catch-All’ and ‘Promos’, with the latter being more aggressive. We adjusted each subset accordingly as we moved further along with our campaigns.
- We utilised ROAS bidding models as part of Google Ads Smart Bidding, to maximise efficiency of spend.
- We also ran Dynamic Search Ads (DSA) campaigns with Infinity’s product pages to capture long-tail search conducted by users in the middle of the funnel.
- Loom also set up custom audiences for competitor websites for our search and discovery campaigns, ensuring that users searching for specific competitors found Infinity instead.
- With data on website behaviour and conversions, we layered remarketing audiences – users who previously visited Infinity’s site and abandoned their cart – to continue building brand awareness while encouraging conversions.
- We also experimented with Video Shopping campaigns, creating short, USP-based videos designed to attract customers in the consideration stage of the marketing funnel. A number of these video ads encouraged sign ups to Club Infinity.
OUR PAID SOCIAL STRATEGY
Loom also concentrated our efforts on Facebook ads, utilising the following Infinity already had to maximise sales. Here’s a rundown of what we did:
- We utilised both prospecting and remarketing audiences, and broke down ad sets to target users with different interactions – No Purchase or No Content view.
- We also maximised Lookalike Audiences to target new but similar audiences.
- Loom transitioned the closure of individual store Facebook pages, creating a combined campaign to promote Infinity’s main FB page. We encouraged users who liked an individual store page to like the main page instead.
- Throughout the year, we implemented Brand Booster campaigns, which we use to highlight a specific brand on Infinity’s website to reap more sales. These campaigns are based on user interests and likes.
- Other biddable social campaigns included daily deals over Black Friday and ‘12 Days of Christmas’, building to a larger scale.
The results
- 1,715%+ ROAS for Google Ads
- 3,345% ROAS for dynamic remarketing Facebook Ads
- All 15 stores were sustained throughout the pandemic
- Their relationships with motorcycle brands strengthened as there was a huge increase in sales.
- Infinity is now taking on new brand and product ranges.
