Unlocking the Power of Paid Search
Outdoor sports equipment retailer Black Diamond wanted to optimize their paid search program and after partnering with MERGE, they achieved significant growth in just a few months.
Climbing, skiing and mountain sports equipment retailer Black Diamond depended on revenue contributions from paid search to reach its ecommerce goals, yet the company was experiencing diminishing returns and high costs with the paid search program.
Black Diamond turned to MERGE to reinvigorate their paid search program and make a case for an expanded media budget in the future. The retailer wanted the program to maximize revenue with the current allocated budget, perform efficiently and align with larger business objectives.
MERGE’s paid search team focused their primary KPIs on revenue and ROAS, with a secondary KPI concentrated on site traffic. While clicks can be an excellent short-term metric, the team wanted to review longer-term metrics to show whether or not additional traffic resulted in incremental revenue, therefore an efficient return on investment. They took a full-funnel paid search approach that required multiple consumer touchpoints across tactics, including text ads, shopping ads, and Performance Max (PMax).
Black Diamond achieved scalability and efficiency with MERGE’s paid search overhaul. By testing different products and features, the team learned which strategies yielded the best results.
Before partnering with MERGE, Black Diamond was not on track to hit their new, aggressive goals for digital. Now, they have not only consistently met their new monthly search goals, but they have also proved out the value of their paid search channel.
MERGE leveraged proven paid search strategies + implemented best practices:
Established a strong search structure
MERGE quickly established a strong search account structure for campaigns, ad groups and keywords, giving campaigns more data to optimize against and capture all qualified demand available. They leveraged Google Responsive Search Ads, Dynamic Search Ads as well as a breadth of search extensions such as sitelinks, promo extensions, structured snippets and more.
Developed advanced bidding strategies
From there, MERGE developed advanced bidding strategies, leveraging auction-time bidding and minimizing restrictions such as bid caps. They consolidated many campaigns into portfolio bidding strategies and aligned bidding strategies with Black Diamond's marketing goals.
Executed personalized experiences
Lastly, MERGE launched a consolidated Google Smart Shopping campaign strategy consisting of two total Smart Shopping campaigns where they grouped similar products/SKUs based on category and performance. Then, the team leveraged a variety of assets within each campaign to create personalized experiences for users.
The MERGE Paid Search team was able to proactively provide strategic recommendations that aligned with our KPIs for the year. Their use of best-in-class tools and thoughtful strategy allowed us to exceed our goals and see significant increases in YoY performance. We're excited with where the PPC program is and where it will go given our partnership with MERGE.
Bryson White, Vice President of Ecommerce and Digital