Mountain Warehouse Uses Marin’s Automatic Bid Adjustments to Increase Conversion Rate by 13%
Mountain Warehouse is a British retailer that has been selling quality, and affordable outdoor clothing and equipment for the whole family for over 20 years, and now operates 10 transactional websites and over 350 stores across the UK and international markets. They have been working with Marin Software since March 2017 to help scale their search marketing efforts whilst maintaining efficiency and improving ROAS performance.
We needed a partner to help us scale our search marketing activity at an efficient level of return. Marin’s dynamic, algorithmic bid assignments have greatly helped to increase efficiency at campaign level and their use of different bid folder structures has reduced the amount of time spent on manual bid optimisation, freeing up time to spend on other value-add areas.
A retailer like Mountain Warehouse is always competing on paid search keywords. It was looking for a bid optimization technique that was unique and could deliver on performance.
Mountain Warehouse sells a range of products and equipment, all with different promotional offers and varying conversion cycles. This means many possible interactions in the path-to-purchase, making a single bid strategy difficult to scale. The team needed a tool that could automatically assign bid values based on factors outside of the auction, and take into account the shifting demand of certain products that are dependent on season, location, promotions, or prior engagement with the website.
Automated Bid Adjustments: Marin automatically recognized behaviors that were unique to certain product types and consumers, and assigned separate values to keywords within the different conversion cycles. This resulted in reallocating budget to the keywords that brought the most value.
Custom Modifiers: Marin was able to fine-tune targeting adjustments to account for higher conversion volume during peak sale periods, including promotion calendars, times of the day, and interest groups. This helped maximize high-quality traffic to the Mountain Warehouse website.
- 13% increase in conversion rate
- 15% increase in revenue
- 5.6% decrease in CPA