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rich media ad
unified tag
geo targeting
impressions
geo targeting
Case Study DoubleClick Search
CPC search management
conversions
CPM mobile
CPA ad serving & trafficking
ad exchange
cost per click
cost per click
cost per 100 impressions
cost per 100 impressions
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Renovating campaigns in real time: ATG Stores drives 3x-higher ROAS with inventory-aware campaigns above the fold
advertiser
real time bidding
above the fold
reservation
Allied Trade Group, commonly referred to as ATG Stores, is in the business of helping customers “transform houses into homes” with its extensive selection of home improvement goods. Founded in 1999, the company is now a wholly owned and independent subsidiary of Lowe’s, and works with its parent company to sell products in stores, as well as online. To help fuel their the ATG Stores team implemented online inventory-aware campaigns from DoubleClick™ Search to keep up with daily changes across their product catalogues—leveraging their existing Google Merchant Center™ feed to automatically create and update their search campaigns. publisher
analytics (site analytics)
agency
dynamic creative
attribution
cross format
search
transparency
geo targeting
video
audience data
geo targeting
interest
Search advertising is the primary driver of to ATG’s website, and is key to helping ATG scale their online marketing across a breadth of products—spanning manufacturers. “To be able to communicate four million SKUs from 3,500 about so many brands and products, we need to be able to CPA scale. That’s why search management tools such as DoubleClick Search are so Search Marketing Manager for ATG. important to us,” says Tom audience
verification
reporting and analytics
efficiency
cost per 100 impressions
control
cost per acquisition
cost per acquisition
ATG Stores started with bulk actions and bulk uploads in DoubleClick Search to manage their search campaigns and execute big changes at scale. more But with an extensive and ever-changing product inventory, they soon learned bulk people, limited features alone were not enough to keep up. With a team of just time and resources meant that ads and keywords were rarely updated to ATG’s current product inventory; when a product was out of stock or discontinued, ads for those products often continued to run—wasting spend and stagnating results. To save both time and money, ATG Stores looked to the DoubleClick Search team for a better solution. attribution
conversions
mobile
work flow
ad exchange
search management
remarketing
advertiser
funnel reporting
analytics (site analytics)
shopping
conversions
reporting
real time bidding
mobile
reservation
www.atgstores.com view through conversions
• ATG Stores is the trade name for Allied Trade Group, Inc., an e-commerce company for home improvement goods. Founded in 1999, the company is now a wholly owned and independent subsidiary of Lowe’s. attribution
dynamic creative
cross channel
Goal interest
search
optimization
• Automate online campaign management across a catalogue of 4 million SKUs
Approach
transparency
audience data
• Use DoubleClick Search inventoryaware campaigns to automate campaign creation and updates, based on Google Merchant Center feed. contextual targeting
unified tag
Results verification
In 5 months: • Inventory-aware campaigns created 160 new campaigns containing more than 6 million new long-tail keywords efficiency
reporting and analytics
• 240% return on ad spend (ROAS) for their inventory-managed campaigns ad serving & trafficking
• For Lighting category, saw an increase of more than 2,160% in revenue and more than 560% in ROAS 1
Case Study Designing “a compelling experience” with real-time updates When the team learned about inventory-aware campaigns in DoubleClick Search— a campaign management feature that leverages a retailer’s existing Google Merchant Center feed to automatically manage search campaigns—spreadsheets quickly became a thing of the past. By linking their Merchant Center account with DoubleClick Search, inventory-aware campaigns keep ATG’s campaigns current. DoubleClick Search scans the company’s product feed for the latest information on prices, descriptions and landing pages, and makes updates on the fly—with no extra work, and at no extra cost to ATG Stores. “Inventory-aware campaigns help our customers by showing them how many units we have in stock, and at what price. This capability aligns perfectly with purchase intent: If our customers search for a product online and see pricing information they like, they’ll want to click through and buy. It’s a much more compelling experience for our shoppers,” says Heffernan. The perfect set: smart campaign and bid automation maximize results Just five months after implementing inventory-aware campaigns, the ATG Stores team started seeing impressive results. Inventory-aware campaigns created 160 new campaigns containing more than 6 million new long-tail keywords for the ATG business—expanding on product and keyword coverage they had previously overlooked through manual methods. As a result of delivering more relevant ads and greater keyword reach, ATG saw a 240% return on ad spend (ROAS) for their inventorymanaged campaigns. To further their results, the team combined automated inventory management with automated bidding, implementing a first-position bid strategy to ensure that their ads maintained the top ad slot on search pages. By layering bid-optimizing strategies over their more relevant ads, ATG saw an increase of more than 2,160% in revenue and more than 560% in ROAS for their Lighting category alone, which accounts for one-half of the company’s inventory. And with deeper coverage across their product catalogues, ATG’s inventory-aware campaigns generated new, highly relevant long-tail keywords that uncovered significant incremental revenue in just five month’s time. “Inventory-aware campaigns have been a game changer, beyond what we could have imagined,” says Heffernan. “It’s impressive to see that what would previously have taken a full week to do is now being updated in the system in less than an hour.” Heffernan continues: “With these results, we look forward to pushing the envelope further and achieving even greater success with DoubleClick Search.”
“Inventory-aware campaigns have been a game changer, beyond what we could have imagined,” says Heffernan. “It’s impressive to see that what would previously have taken a full week to do is now being updated in the system in less than an hour.” – Tom Heffernan, Search Marketing Manager, ATG.
About DoubleClick Search DoubleClick Search is a search management platform that helps agencies and marketers efficiently manage some of the largest search marketing campaigns in the world, across multiple engines and media channels. Streamlined workflow and powerful reporting features enables buyers to efficiently run campaigns, while strategic bid optimization improves campaign performance. Native integration with the DoubleClick platform allows buyers to manage and track digital campaigns across a single platform, enabling rich, cross-channel buying, reporting and attribution. www.doubleclick.com/search
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