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Ferns N Petals drives 4X ROI with Microsoft Advertising

  Article , Retail , Success stories

Gift retailer leverages search advertising to drive higher conversions

Ferns N Petals logo

Creating memorable moments

Started as a florist shop in Delhi in 1994, Ferns N Petals is now India's largest florist chain with more than 500 stores across all major cities and towns in India. For over 25 years, Ferns N Petals has celebrated the special moments in their customers' lives by delivering from a range of 50,000 gifting choices.

With a wide spectrum of choices, the finest quality of personalized gifts, value for money, and reliability of service, Ferns N Petals is among the most trusted gifting brands in India. For over two decades, they’ve revolutionized the way individuals choose gifts by crafting them according to one's choice, delivered just the way one likes it. Intending to provide continued services despite the pandemic, Ferns N Petals partnered with Microsoft Advertising.

The campaigns on Microsoft Advertising helped us drive sales, especially during key festive occasions such as Raksha Bandhan and Diwali. We could see an overall 4X increase in ROI, with the campaigns on Microsoft's owned and operated properties as well as syndicate partners. What made the process special was that we could drive the scale despite the peak pandemic times, when gifting was not the top-of-the-mind priority.

— Jitender Gyani, Senior Manager - Performance Marketing, Ferns N Petals

Focusing on the essential things

Ferns N Petals search ad on Microsoft Advertising.

Ferns N Petals search ad on Microsoft Advertising.

Microsoft curated category and product-specific campaigns for flowers, cakes, personalized gifts, and occasion-specific gifts such as birthdays and anniversaries, etc. This category-wise targeting enabled Ferns N Petals to identify the top-performing and least-performing categories, and refocus budgets to the best-performing campaigns. Optimizing the campaigns based on the event- and non-event-based inventory streamlined each campaign's focus, thereby driving amplified results during the event-based campaigns, when there's a high demand for gifting. High-quality keywords and competitive bids were allocated to events and festive campaigns to drive higher sales.

Spreading joy during festive season

To further ramp up the return on ad spend (ROAS), the brand initiated shopping campaigns. Regular addition of negative keywords to the shopping campaign delivered higher control on optimizing ad spend. The brand launched a search for a branding campaign to leverage the search capabilities during high-demand festivals like Diwali and occasions like Valentine's day. Regular keyword scrubbing, bid automation, and optimization of syndicate sites drove phenomenal results for the campaign.

Ferns N Petals image ad on Microsoft Advertising.

Ferns N Petals image ad on Microsoft Advertising.

The brand also committed to a 100% feature adoption rate, leveraging Microsoft Advertising advanced features to great success:

Reaching new audiences and driving impact

Through this partnership with Microsoft Advertising, Ferns N Petals drove impeccable results. The campaign witnessed a 2X increase in the number of visitors while driving the highest CTR of 2.2%. The campaign delivered a 4X ROI during festivals and occasions while maintaining a consistent 2.5X ROI during the non-festive season.

The shopping campaign has driven us 2X ROI. With the smart shopping ad capabilities, we could drive the user's attention towards the product and increase sales. With the best combination of smart segmentation, campaign optimizations, and the shopping campaign, we could continue the momentum in sales even during the pandemic and amplify the conversions during the festive season.

— Jitender Gyani, Senior Manager - Performance Marketing, Ferns N Petals

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