What was the role of digital within the media mix?
Mainline Menswear used Adobe Advertising Cloud to sharpen its competitive advantage - reacting to demand quickly and achieving higher returns on its paid search spending.
The tool’s artificial intelligence (AI) capabilities played a big role in transforming the company’s PPC strategy. The Performance Optimisation feature, by Adobe Sensei, allowed marketers to set goals for different audiences and devices, and then let the algorithms adjust bids accordingly, freeing up marketers to think strategically.
“With its AI capabilities, Adobe Advertising Cloud allows us to spend more time on long-term performance and growth rather than simply reacting to short-term fluctuations,” says Robert Charlton, PPC lead at Mainline Menswear. “We can focus on making our campaigns as clean and targeted as possible, blocking irrelevant traffic, and delivering ad messages that are as engaging as possible for target audiences.”
Return on ad spend
Increase in sales
The Black Friday numbers signalled the success of the campaign, showing lower acquisition costs and more efficient use of the budget. The company increased return on ad spend by 21% compared to the previous year’s Black Friday. With only a 4% rise in cost, the company achieved 33% and 26% gains in orders and revenue, respectively.
The company also attracted 30,000 new customers on top of its existing customer base and drove a 30% increase in sales over the holiday period.
In a sentence...
Mainline Menswear create a bespoke approach to paid search.