To ensure our new campaigns were targeting effectively, our team built out a variety of custom audiences for them. Next, we refined DailySales Shopping campaigns to expand on their best-selling items, which enabled us to grow additional revenue from the lowest hanging fruit.
From there, we prospected for new shoppers through Discovery Campaigns, which introduced new products to users with similar interests and buying behavior. To start, our paid search team deployed LP’s in-house creative department to develop an evergreen remarketing video for YouTube to reengage site visitors lower in the funnel continually, and therefore, more likely to convert. Additionally, we were able to showcase the bigger picture for DailySale through multi-channel attribution influence with pay-per-click (PPC)-from the first click to last click and everything in between. We tapped into all these additional points of value by developing a thorough report tracker for all our campaigns in Google and Microsoft. This gave our team greater flexibility to scale efficiently in Search, Shopping, Display, and Discovery, which put us on a path toward steady year-over-year (YoY) growth. Our paid search team worked with DailySale to shift their Google Ads account from cost-per-acquisition (CPA) goals, segmented by campaigns, to return-on-ad-spend (ROAS) goals that we can use account-wide. Eventually, Logical Position (LP) reached out to DailySale, sharing our commitment to performance data transparency across campaign initiatives. They also noticed a lack of innovation with previous partners in exploring unique targets for new acquisitions. DailySale felt there was a lack of in-depth analysis to explain the underperformance. DailySale had worked with several agencies over the course of a few years they consistently noticed that their return-on-investment (ROI) was declining across multiple segments-Search, Shopping, and Display were all underperforming.
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