Over the last 12 months, the business has shifted its focus away from driving high sales through heavy discounts towards delivering a consistent off-price message. “MandM Direct is an incredibly ambitious and innovative business,” explains Twigg. “As such, we are constantly evaluating how we can improve the way we interact with our customers.”
To support this shift in business strategy, Twigg has been working with the Bing Ads team to restructure MandM Direct’s accounts to give the company more visibility online and push spend further. “That shift has delivered big year-on-year increases in clicks and impressions but also conversions, whilst maintaining a low cost per acquisition,” says Twigg.
With a customer base that consists of very different audiences, campaign precision is vital to MandM Direct. “This young, digital-savvy audience may have a decent disposable income, but they invariably have a lot of demands on their attention,” explains Twigg. “Campaign precision and acquiring new customers are therefore key areas of focus for me at the moment as we look to extend our presence in the UK market.
In the last three months of 2016, the Bing Ads team helped MandM Direct reach customers by refining its existing bids and adding audience remarketing lists to its activity.
As part of this process, MandM Direct has placed a great deal of focus on making its bids as granular as possible. It adjusts bids to target customers by age and gender, time of day, device type and location.
The company also targets customers who have previously visited its website by applying Remarketing in Paid Search lists to each of its ad groups.
“We have put a great deal of work into refining our audience targeting,” explains Twigg. “We have got converters, basket abandoners, site viewers and product viewers for the last 30 days, applied to all campaigns.”
To add to this, the business is currently working on expanding to three-, 30- and even 100-day converters to reach key audiences and reduce the CPA. “Modifying our bids in line with our customer groups has been incredibly successful,” says Twigg. “We generally see a lower conversion rate amongst 18- to 24-year-olds, but we are seeing great results emerge when we increase our bids to reach our core demographics. Overall, we are really pleased with performance.”