Many people are using vidaXL for home DIY improvements.
To elevate its search and digital marketing strategy, vidaXL leveraged three vital features of the Microsoft Advertising platform: search campaigns, shopping campaigns, and Dynamic Search Ads.
Because of the virtual nature of its business, paid search is a core component of vidaXL’s game plan.“ We are a pure online player, so paid search and digital marketing are essential parts of our strategy,” says Deriks.“ Search is an important channel for us because we want to make people aware that we have the products they’re searching for. Those turning to search are in the orientation phase of the buying cycle, so we want to have a relevant ad that matches their query, as well as a relevant landing page with a range of products they can choose from.”
As an e-commerce retailer, vidaXL is a strong user of shopping campaigns, having already activated the feature for its French and German accounts. The company was an early adopter of shopping campaigns when it launched in the Netherlands, and after achieving excellent results, vidaXL scaled shopping campaigns to the majority of its Microsoft Advertising accounts in 20 countries. The online retailer is also testing Microsoft’s Target ROAS (return on ad spend) automated bid strategy.
“ The Microsoft sales team has helped us in setting up new campaigns and giving new insights,” Deriks says. “ When shopping campaigns were still in beta, we were provided access so we could test them. Microsoft really helped us grow and expand our reach. ”
The online retailer has also used Dynamic Search Ads (DSAs) extensively to connect with different audiences, finding the feature effective in key markets such as Germany and the UK. Through DSAs, vidaXL tailors its search ads to a particular demographic, showing decorating options for college students who will be living on their own for example, versus downsizing options for those aged 65.
“ We want to reach everyone who searches for the products we sell and offer them the best experience,” says Deriks. “ DSAs allow us to achieve that, and we’ve enabled the feature for all the countries we cater to. ”