Optimising for what truly matters — Cellbes Profit Bidding
Cellbes’ foray into the digital landscape had been very successful but at the beginning of 2017, it was decided to take their PPC marketing campaigns to the next level. The objective was simple but ambitious: to grow the revenue of the accounts while simultaneously improving ROAS through innovative use of technology and automation.
Cellbes is a Swedish-based clothing and home interior online retailer with a long history as a traditional catalogue brand. Their primary presence is in the Nordics, but they also have branches across Central and Eastern Europe.
A number of facts
Increase in profits in the first four months after profit bidding implementation
Through a new innovative custom-built analytics setup using Precis’ proprietary bidding algorithm, all bidding was now applied based on profit instead of revenue.
Revenue increase from Paid Search
Our tailored custom attribution model enabled improved bidding by better understanding the value gained from generic searches.
ROAS improved from 230% to
Product feed optimisations along with highly specific audience targeting generated a rise in ROAS alongside the increased traffic
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Fully automated bidding set up to work with profit margins enabled automatic profit optimisation for every keyword. Bidding based on profit made it possible to advertise Cellbes’ entire product catalogue despite varying margins effectively. More products to advertise with vastly enhanced bidding created the foundation for groundbreaking PPC success.
Success Factors
Custom based Attribution modelling
Through a better understanding of the entire customer journey, highly profitable keywords were identified that were previously undervalued in budgeting and bidding. By increasing bids and better allocating budgets on these keywords, it was possible to increase revenue while improving efficiency.
Tailored Audiences
Leveraging the long history from Cellbes’ days as a catalogue company, highly specific, segmented audiences were created based on previous offline buyers. Alongside similar audiences from these new lists, we were able to bid more for even the most generic keyword segments, which helped drive the improved ROAS and revenue numbers.
Feed Refinement & Structural improvement
A complete update to the product feeds lead to product titles and attributes optimised for maximum reach and sales on Google Shopping. Traffic from Shopping reached higher levels without the need to bid higher or more aggressively. This, together with Precis’ in-house developed Shopping campaign structure, ensured immediate and future success on the increasingly important channel that is Google Shopping.
