Better ad spend ROI - DoubleClick

The Goals

Increase return on ad spend
Improve efficiency and cut time spent on account maintenance
Grow volume of store visits

The Approach

Split accounts by device type and applied geo-targeting based on store proximity
Used DoubleClick Search features including Smart Bidding, labels, web query reporting and automated modifiers for remarketing lists for search ads (RLSA) and geo-targets
Launched adaptive shopping campaigns and categorized products by return on ad spend

The Results

68% increase on return on ad spend
114% increase in online revenue
232% increase in store visits

Published June 2017

With over 300 stores in 41 countries, furniture retailer IKEA offers more than 35,000 different products, available to buy in stores or online. IKEA’s key metric for digital marketing is return on ad spend (ROAS). To increase ROAS, IKEA’s digital agency, iProspect, implemented efficient search campaigns using DoubleClick Search.

iProspect first split the accounts into two categories, desktop and mobile, each with its own allocated budget and bids. The team also implemented geo-targeting to ensure IKEA mobile ads appeared to users within a set distance from one of IKEA's physical stores.

DoubleClick Search provides many opportunities to automate daily operations, for example return-on-ad-spend optimization with bid strategies, budget management and web query for reporting. Integration of DoubleClick Search, Channel Intelligence and AdWords has been key in driving both online revenue and offline footfall.
- Valash Sirikate, PPC Manager, iProspect UK

Using Channel Intelligence and revenue data from the preceding 30 days, iProspect created custom labels to categorize each product according to ROAS, ranking from high to low. The agency then used adaptive shopping campaigns to group products with similar ROAS. This made it simpler to move budgets to the best performing groups and to test performance for new products. They also created remarketing lists to encourage previous site visitors to complete a purchase.

iProspect’s innovative use of DoubleClick’s most powerful features allows us to test out our products and focus on the geographical areas that best serve our stores. The approach has been so successful that we've evolved it into a fully fledged campaign. It now serves as a vital part of our digital marketing efforts.
- Tania Douglas, Media Manager UK & IE, IKEA UK

DoubleClick Search helped decrease IKEA’s cost-per-click by 38%. Store visits increased by 232%, sales increased by 117% and ROAS increased 68%.

Beyond these metrics, IKEA and iProspect report that DoubleClick tools helped the teams in a variety of ways. For example, DoubleClick Search supported the use of web queries to allow for the rapid integration of data, minimizing the amount of time needed to incorporate revenue and store visit figures. Resource requirements for optimizations, reporting and inventory management decreased, while insights into results by geolocation, device and product types have improved. As a result, it’s now easier to drive success for IKEA’s large volume of products and more than 300 AdWords campaigns.

DoubleClick Search says 你好 (hello) to Baidu

At DoubleClick Search, we’re always looking to expand our list of partners so we can offer clients a comprehensive search management solution. Today, we’re taking another step towards that goal by adding Baidu, China’s most popular search engine, to the list of platforms we support.

Now, agencies who use DoubleClick Search to manage ad campaigns across multiple search engines like Google, Bing, and Yahoo Japan—can extend their reach to Baidu users globally. The addition of Baidu also gives the Chinese market access to the smarts and efficiency of DoubleClick Search for the first time.

Baidu support includes all the standard DoubleClick Search features you’d expect—holistic campaign management (including bulk sheets), conversion tracking, cross-media attribution, bid strategies, and flexible reporting—plus Baidu-specific features like province-level targeting.

Clients are already finding success with DoubleClick Search and Baidu.