Changing its PPC game
As a digital-first retailer, Mainline Menswear goes to market primarily through paid search advertising and online shopping services with 70% of its spend on mobile. The company manages hundreds of campaigns and thousands of ad groups, attracting a wide audience of people by highlighting its top designer brands and next-day delivery.
With Adobe Advertising Cloud Search, Mainline Menswear can manage this complex environment with greater efficiency and speed—no longer having to monitor and optimise bids manually.
“Adobe Advertising Cloud Search is very versatile and allows us to be more proactive and also respond quickly to market changes,” says Sandy Hastings-Long, PPC Executive at Mainline Menswear.
PPC Executive Linzie Ross agrees, saying, “We can increase the impact of our ads with Adobe Advertising Cloud Search, which makes it easy to target audiences and play up our customer service strengths.”
The tool’s artificial intelligence (AI) capabilities play a big role in transforming the company’s PPC strategy. The Performance Optimisation feature, powered by Adobe Sensei, allows marketers to set goals for different audiences and devices and then simply lets the algorithms adjust bids accordingly. Plus, the marketing team can run simulations to predict clicks and cost—determining how certain campaigns might play out through Performance Forecasting, also powered by Adobe Sensei. When the team wants to modify its budget during long-term planning or for seasonal campaigns and promotions, the Performance Forecasting capability helps reduce the risk by forecasting the impact on the portfolio, with an accuracy threshold of +-30% for both click and cost.
“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.”
Big returns on Black Friday
Working with Adobe to take full advantage of the solution, Mainline Menswear saw early success simply by rethinking its objectives.
“Adobe helped us to run tests on a few of our biggest campaigns, setting our sights toward revenue goals rather than orders alone,” explains Charlton. “That simple shift in focus increased both orders and revenue without an increase in spending, making us much more competitive on Black Friday.”
The Black Friday numbers are clear, showing lower acquisition costs and more efficient use of the budget. By adding revenue as an additional objective in Adobe Advertising Cloud Search, Mainline Menswear increased return on ad spend (ROAS) 21% over the previous year during the week of Black Friday. With only a 4% rise in cost, the company achieved 33% and 26% gains in orders and revenue, respectively.