To scale their overall efforts as much as possible with a target ERS of 25%, 3Q/DEPT deployed a series of ERS bid strategies that enabled them to bid more aggressively on their top-converting campaigns using brand and head terms. And by scaling through longer-tail and product keywords as well, they could ensure maximum visibility and meet their efficiency targets.
Then, to manage the shifts in demand, 3Q/DEPT recognized automated bid strategies as a tool to improve efficiency and new customer growth while also simplifying account management. So 3Q partnered with its Search Ads 360 (SA360) team to align campaigns that had similar marketing objectives into bid strategy portfolios geared toward maximizing client revenue and profitability. Through auction-time bidding with data-driven attribution, SA360 analyzed and optimized around various signals for each unique auction to reach the users most likely to convert.
Next, 3Q migrated Wine.com’s Smart Shopping campaigns to SA360 auction-time bidding, which led to strong improvements in efficiency and volume. With the impending Cyber Five (the five-day period between Thanksgiving and Cyber Monday), the 3Q/DEPT team established seasonality adjustments within SA360. This feature ensured sustained growth and unlocked further opportunities during Wine.com’s peak season by allowing for hyper-aggressive auction-time bidding.