BISSELL came to us with the desire of promoting one of their newest ranges - the CrossWave!
The main objective was to drive brand awareness to a qualified audience and to push potential customers further down the funnel. The added challenge was to ensure that the creative and messaging clearly communicated what VOP stands for - Join The Revolution - When it comes to floors, we've combined the chores. Vac + Mop at the same time!
All of that within a very noisy and competitive environment.
We decided to split our budget between YouTube, Discovery, and Display to drive engagement while our core search campaigns would capture those ready-to-buy shoppers.
Brand Awareness - we followed Google’s best practices and ran an ad sequence campaign - The Follow Up. The main objective was to raise awareness of the VOP concept by targeting relevant audiences, at the early stage of the funnel. Our target audience was made up of users in-market for vacuums, affinity audiences as well as life event audiences.
Consideration - a TrueView for Action campaign with a 30-sec Skippable ad was used. Our main KPIs were reach - impressions & clicks - bounce rate, new users, CTR, Views & View Rate. With the addition of multiple conversion actions we were also able to track micro-conversions like google ads purchase and added to basket.
We also ran Discovery Ads and Discovery Carousel ads with a selection of audiences much more specific to the consideration stage. Our main KPIs were impressions, Clicks, CTR, audience engagement and placements.
Conversion - we kept our BAU search campaigns targeting very relevant keywords in order to capture the demand which would come in at a later date. We ensured to update our key message to clearly communicate the same tone of voice and branding used throughout the brand awareness phase. We also created a campaign targeting the broad term VOP to capture users coming back on Google search. Our main KPIs were, and still are, relevant traffic and conversions.
After creating an individual campaign targeting keywords such as “BISSELL VOP” we were able to track direct sales. Month 1 drove 50% of total revenue and 66% of total clicks to the site. This demonstrated that running a full funnel approach leads to direct and immediate sales.
If we break down search queries, the exact term BISSELL VOP drove 46% of overall revenue and 24% of overall clicks. Finally, we decided to bid on the term VOP, despite being much broader, in order to capture those viewers receptive to the VOP concept but who might have missed our brand name. Revenue increased by a further 18%.
On PPC, we saw an increase in product revenue by 83% YoY and a 94% increase in unique purchases. On all channels, this translated into a 55% YoY increase in revenue and unique purchases improved by 63%.
