Unexpectedly, what we actually started seeing was record-breaking traffic volume throughout the first lockdown. And this trend continued throughout the remainder of 2020.
That meant a solution needed to be found to make the most of the increase in traffic, maximizing volume, buying traffic efficiently, being careful not to waste budget and convert the users to purchase – it was especially important to maintain ROAS targets while managing the increase in traffic to site.
How we solved it
OFS had always been sceptical about automated bidding strategies and the likes of Smart Shopping.
After wider strategic discussions, we agreed to start testing a handful of Smart Shopping campaigns to begin to demonstrate their worth, and how they've been so successful for our other clients.
The automated campaigns started performing immediately. As a result, automation was fully embraced by OFS, driving better performance at scale.
Adoption of Smart Shopping was particularly important in the lead up to Black Friday where we knew volume would exceed even the ‘new normal’ increase in traffic we were seeing.
Due to the scalability of Smart Shopping and utilising its built-in display element, we saw huge YoY uplift over Black Friday 2020 vs. 2019.