How e-Genie's smart rules fueled a 30% Festive season sales surge?

Persona: 

Key Account Manager (KAM) in e-commerce is involved in overseeing and strategizing advertising campaigns, they typically run ads or create them on e-commerce ads manager platforms

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Background:

As a Key Account Manager tasked with maximising campaign performance and ROI during the festive season, I faced the challenge of efficiently managing keyword bids on e-commerce platforms to target a broader audience and drive revenue growth. Traditionally, manual bid adjustments and monitoring were labour-intensive and prone to human error, leading to suboptimal outcomes and wasted ad spend.

Challenge:

As a Key Account Manager (KAM) navigating the high-stakes festive season on e-commerce platforms, I faced the pressure of maximising sales while optimising budget usage. Manually adjusting keyword bids to reach a wider audience during peak hours and limiting spend during off-peak periods was a tedious and reactive approach. This often led to
1.Missed opportunities,
2.Inefficient spending, and
3.Missed campaign goals.

Solution:

e-Genie's powerful automated rules feature transformed my festive season campaign management . Create rules at various levels, from brands and ad groups to individual SKUs and placements, allowing me to tailor strategies to specific product lines, high-performing keywords, or even underperforming channels. Additionally, the ability to cherry-pick specific campaigns ensures that your rules target only the most relevant campaigns, maximising their impact. Moreover I could now:

  • Strategic Bid Adjustments: Create intelligent rules to automatically increase bids on high-performing keywords or specific campaigns during peak festive hours, strategically reaching a wider audience at the most critical moments.

  • Night-time Spend Control: Implement rules to dynamically decrease bids or even pause campaigns during low-traffic night periods. This ensured efficient budget allocation and prevented unnecessary expenditure during times with lower conversion rates.

  • Granular Rule Control: Unlike previous limitations, e-Genie allowed me to select specific keywords or create cohorts based on performance metrics. This enabled me to target only the most relevant keywords for bid adjustments, maximising the impact of rule execution.

  • Dynamic Entry & Exit Points: Define custom entry and exit points for each rule based on specific performance criteria, such as impressions, clicks, conversion rates, or cost-per-acquisition (CPA). This ensured that rule adjustments were triggered only when they were most impactful, further streamlining budget optimization.

  • Scheduled Execution: Schedule rules to run automatically on specific days and times, eliminating the need for manual monitoring and adjustments. Campaign running on weekends with higher bids was made super easy. This freed up valuable time for strategic planning and client communication.

Results:

  • Sales Surge: By strategically increasing bids on high-performing keywords during peak hours and minimising spend during off-peak periods, I achieved a 30% increase in sales compared to the previous festive season.

  • Optimised Budget Allocation: Automated rules ensured efficient budget usage by reducing spend during low-traffic periods, leading to significant cost savings and improved return on investment (ROI).

  • Increased Efficiency: e-Genie's automated rules freed up my time, allowing me to focus on higher-level campaign strategies and client communication, maximising overall campaign performance.

Impact:

  • Data-Driven Decisions: e-Genie empowered me to make data-driven decisions on bid adjustments, ensuring rule execution was based on concrete performance metrics and contributing to overall campaign succes

  • Streamlined Workflow: Automated rule execution eliminated the need for constant manual adjustments, saving me significant time and effort, allowing me to focus on more strategic initiatives.

  • Enhanced Client Satisfaction: Delivering exceptional results through data-driven optimization and efficient budget management during the peak season led to increased client satisfaction and strengthened partnerships.

Conclusion:

e-Genie's automated rules have become a game-changer for managing holiday season campaigns. By streamlining campaign optimization and enabling data-driven decision-making, I've increased client ROAS by 30%, exceeding their business objectives with greater efficiency.