Dolphin Music

Industry’s first PPC data product feed for Dolphin Music

The Challenge

Dolphin Music, a leading online supplier of musical instruments and related accessories, chose leading digital marketing agency Latitude to manage its PPC campaign. The challenge with the campaign was to maximise visibility across the wide range of products available while regularly updating the products’ price point, a key selling factor, across all product text ads. The campaign encompassed a generic keyword campaign and a long-tail keyword campaign across an inventory of several thousand products. To do this Latitude worked with Kenshoo to create a groundbreaking data product feed which was the first of its type in the PPC industry. The target for the campaign was to bring the Cost of Sale (CoS) within a 30% target.

The Solution

Within the generic account Latitude made over 5,000 optimisation changes and split the campaign into Main Generics and Top Brand Generics. This created over 700 ad groups with at least 3 advert creative’s specific to the keywords, plus promotional advert creative for Christmas and January Sale offerings.

Latitude then worked together with Kenshoo for the long-tail campaign to create a data product feed which defined pre-filtering rules for each product category in order to prioritise the key products to advertise. For example a rule was defined which inserted the lowest priced product from a category into the advert text, because of price sensitivity in the industry.

Additionally, well-chosen keyword rules allowed the crawler to generate a small amount of highly targeted keywords mixing all match types and populating them for each product in the relevant ad-group. Finally, using all the data available, ad rules were defined to generate highly relevant dynamic ads for each product ad-group.

This was the first time in the industry that a data product feed had been created to work in this way automating the prices and products displayed in PPC adverts.

The Result

The RealTime campaign process now allows a daily crawler run on the latest Dolphin Music product feed. Based on the rules defined this automatically detects inventory changes to pause or activate product ad-groups update text-ads using the latest data and generate relevant keywords when a new product is detected.

The campaign performance has improved with monthly results on average showing an 80% increase in Return On Investment (ROI) and a Cost Per Acquisition (CPA) reduced by 50%. Furthermore, the combination of Kenshoo’s technology and Latitude’s campaign optimisation meant the CoS was brought down to 14.73%, which is more than 15% points below the target.

 

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