Re-engaging with valued customers
Having refined their targeting for prospect customers, MandM Direct were also looking for ways to expand their reach to target existing customers with new products. “Our customer base skews quite heavily to male shoppers, so we have a terrible time trying to sell dresses because the market is so competitive,” explained Twigg. “But if we are marketing to someone who is already familiar with our brand, their propensity to shop with us is greater, so it gives us licence to try and sell them new products we wouldn’t normally try when we are prospecting.”
The Microsoft Audience Network provided a new avenue for MandM Direct to reach its existing customers with carefully tailored messaging. The network delivered additional 2% conversions to the bottom line, converting at a 30% higher rate than their standard search campaigns and maintaining a 66% reduction in cost-per-acquisition (CPA). Because the CPA on the network was so efficient, MandM Direct’s return on advertising spend (ROAS) for the Microsoft Advertising Network was 130% higher than its average search campaign, according to MandM Direct Account Data, 2019.
In order to be more effective with its retargeting of existing customers, MandM Direct also employed Product Audiences – a new way to dynamically retarget customers based on the products viewed on the website.
“We’ve really reaped the rewards of being able to recapture customers with more relevant messaging tailored to the products they were looking at on our site,” said Twigg.” It took a little time to get implemented, but it was worth it as the benefits to performance were almost instant.”
The extra precision afforded from Product Audiences meant that MandM Direct was able to lower its CPA by 40% compared to the rest of its search account, with a 68% higher conversion rate and 70% higher ROAS.
With three outstanding product performances for In-market Audiences, Microsoft Audience Network and Product Audiences, MandM Direct feels that there’s even greater scope to do more with Microsoft Advertising next year, with plans to develop tagging for all product pages and preparations for expansion into France and Germany.
“This is all about increasing our coverage and serving people with relevant ads wherever they are on the net,” said Twigg of the Microsoft Advertising collaboration.
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