TrailHeads

Data doesn’t lie, but it does tell stories – it’s our job to listen. Stories grow more honest when we link campaigns together and consolidate data across all campaign types. When product targets performed well in Sponsored Products, we tested them in Sponsored Display. When keywords converted well in Sponsored Products, we tested them in Sponsored Brands. We created integrated campaign series, then aggregated data across them to make better decisions. This process added immense value to their brand by improving our accuracy and continually feeding fresh targets into every available ad placement.

When we inherited their campaigns, we identified gaps in their current strategies. They were missing some high-value ad types, like Sponsored Display, Sponsored Brands, Video, and DSP. We stepped up their investment in Sponsored Display (especially product targeting) and Sponsored Brands (especially video) by nearly 25x while introducing DSP. These new ad types delivered significant growth at a ROAS well above their goals while reaching an audience they weren’t previously.

We also leveraged every feature to its full potential when managing campaigns. First, we created unique campaign segments (like defense, cross promotion, conquesting, ranking, and high/low funnel campaign strategies, and others we keep to ourselves) to ensure campaigns were as controllable as possible. Next, we set unique objectives for each campaign segment tailored to the campaign strategy, client’s objectives, and product mix. Finally, we tailored our optimization to the unique attributes of every campaign – between bidding strategies, budget, placement settings, and all the other controls at our disposal – no stone was left unturned in our Sponsored Ads approach.

We’re perfectly capable of operating independently and everything we do, we do for our clients. We also believe that our relationships with clients translate to tangible benefits in our campaigns. This couldn’t be more true for TrailHeads – where communication and knowledge transfer have helped us become an extension of their team.

We know their catalog like the back of our hand. We proactively manage seasonality to get the most our of their products at every time of the year. We’ve learned their goal KPIs and when to hit the gas pedal or ease off the throttle, based on changes in inventory. Our relationship has helped us learn their audience and, in turn, which different ad formats and targets will spin the flywheel.