CHALLENGE
GUESS presented a unique challenge, with 20 stores across Australia, a dynamic catalogue of 4,000 products and weekly promotions.
The account had been fairly static in the past, and heavily reliant on brand traffic. We needed to reach new, wider audiences with the most relevant and up to date products and promotions, while also increasing return.
STRATEGY
Conversion funnel tracking and dynamic campaigns.
We begun by tracking all interactions with the GUESS site to ensure we knew exactly what users were doing, and how much return our campaigns generated.
For tracking we use Google Tag Manager to create AdWords Conversions and Google Analytics Events.
This data then feeds into a live report that the GUESS team can access at any time.
All campaigns were rebuilt from scratch using data scraped from the site. These were then made dynamic, so that they always:
- display live pricing
- show relevant promotions
- show ads only when stock is available.
RESULTS
We’ve seen a 20% increase in ROI in the first 3 months, while having far greater oversight into the upper-funnel activity generated by AdWords.
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