Smyths Toys is a leading provider of children’s entertainment products with 70 stores throughout the UK and Ireland. The company’s goal is to provide consumers with an extensive range of high quality products at competitive prices. In a competitive market place Smyths Toys is always looking at innovative ways to market to their target audience in the UK and Ireland.
2013 was the first year in which Smyths Toys turned to Google Product Listing ads running alongside our normal search campaigns. Through competitor analysis and research Smyths Toys and ROI Digital realised how much of an opportunity there was in Google Shopping. The Christmas Period is highly competitive in the UK & Ireland and Smyths Toys had a very successful 2013 Christmas season. With this in mind we came up with a strategy to further improve these results for 2014.
The primary goal for the 2014 Paid Media ad spend was to have an overall ERS% of 3-4%. (ERS% can be described as the maximum percentage of revenue and assisted revenue that can be spent). Basically, we knew that for every 1 pound spent, we needed to bring in between 25-33 pounds. We had already got close to this goal in 2013, so we knew for 2014 we needed to hit as close to 100% impressions share for our shopping campaigns whilst still maintaining an impressive ERS% of between 3-4%.
After much testing and analysis on the account our main focus for the 2014 account was to create the shopping campaigns within Google. We would create three campaigns, each with different priority settings. The three campaigns were broken down into the following focus areas:
1. General shopping with all products online advertised
2. Target products and better performing products
3. All promotions and offers
We needed to ensure that these campaigns were as granular as possible, so on-going optimisation was as easy as possible. A lot of time went into the build out of this campaign to ensure the results we knew could achieve.
We also added YouTube advertising to the mix for 2014 to support our shopping campaigns. YouTube in-stream and in-search campaigns were used to target certain areas, with the correct demographic and in-market targeting which aligned to our goals. These campaigns were used to create brand awareness and highlight promotions and products for which Smyths Toys were looking to grow sales.
Search has always been a key traffic and conversion driver for Smyths Toys and we continued with this campaign in 2014. We used search to advertise specific promotions as and when they were launched, and to target users seeking toy specials and offers. We included additional search campaigns to target toy brands and products on promotion building awareness and sales.
Another new tactic for Smyths Toys in 2014 was Gmail Sponsored Promotions. We embedded a form into the ad with the intention of getting users to sign up for their FREE Christmas Catalogue which would be delivered to their door. This gave Smyths toys an edge on their competitors, as thousands of potential customers signed up for the Catalogue, building an incredibly marketable database during the upcoming Christmas period.
With the initial objective to reach an ERS% of 3-4% we were delighted to work towards this goal and exceed the target with an overall ERS% of 3.81%. Our Google shopping ERS% came in at 3.24% within the target we were looking to achieve. This surpassed the main objective.
“We approached R.O.I Digital to increase the traffic to our website, revenue in our books and investment return on google adwords, our biggest hurdle was that this also required a massive site migration and re-launch. Fortunately, with this professional and result-driven team, our hurdle merely became a stepping stone to greater things. We were blown away by a 3000% return on our adwords investment, had a smooth site migration and launched with an unbelievably minor loss in traffic. They also improved our search rankings and increased our traffic, giving us exponential weekly revenue growth. With R.O.I Digital, we got a company unafraid to go the extra mile, and always available to advise us, implement our requests and provide project process reports. It was a pleasure conducting business with them.”
Dryden Geary, Marketing Manager, Smyths Toys