It’s better to outsmart your competitors than to outspend them.
It’s a strategy that has worked well for Mobiles.co.uk. To keep prices low for customers, the online retailer focuses on optimizing its marketing spend—and last year, it made a breakthrough change in its ad campaigns.
For Black Friday in 2017, Mobiles.co.uk kicked off a series of flash sales in a campaign spanning web, mobile, social, search, affiliate sites, and display. Targeted ads went out automatically, carrying messaging and discount codes specific to each channel and audience. Each sale lasted 48 hours, with website and social media ads counting down the seconds in real time. Shoppers hurried to take advantage of the offers. When one deal ended, another started automatically—bringing in wave after wave of shoppers.
The campaign was sophisticated and ambitious, and it worked. Mobiles.co.uk saw click-through rates for display ads rise 160%. Its cost per acquisition fell 46% through social channels and 24% through search.
As Jay Karsandas, senior digital manager at Mobiles.co.uk explains, “None of our direct competitors could match the complexity of the Black Friday campaign we ran with Adobe Advertising Cloud. Despite the intensely competitive market, it was our most successful Black Friday to date with a record number of orders through Search.”
Ready for future Black Fridays, and every day in between
The Black Friday campaign gave the digital marketing team a lot of confidence. Instead of staying in their lanes like they used to, they’re moving fluidly across channels. They use deeper customer insights to drive campaigns and more accurate multi-touch attribution models, so they can see exactly what works and what doesn’t. What they don’t do is worry about managing keywords and adjusting bids because it all happens automatically with help from features powered by Adobe Sensei in Adobe Advertising Cloud, optimizing returns on ad spend.
All this means the digital marketing team at Mobiles.co.uk can devote more time to pursuing new ideas and more creative campaigns, and outsmarting the competition.
Read more about ad optimization at Mobiles.co.uk.