Impression

We are Digital Growth Specialists helping ambitious brands push boundaries and drive impact. We define and deliver integrated digital strategies that transform our clients from market players to market leaders, and keep them there.

Nottingham, United Kingdom
Founded: 2012
Staff: 95
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Skills
Paid Search
Search Engine Marketing
PR and SEO/Search
Content Marketing
PPC
Search Engine Optimization
SEO
Google Analytics Consultancy
Digital PR
Consultancy

and 5 more

Clients
Andertons
Cancer Research UK
e-days
Topps Tiles
Rutland Cycling
Vaillant
Clarins
Magnet Kitchens
Abigail Ahern
Virgin Wines

and 3 more

Sector Experience
Utilities
Energy
Retail
Automotive
b2b
Fashion
FMCG
Health
Home Improvement
Luxury

and 8 more

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Paid media strategy turns it up a gear

by Matthew Ahern

Rutland Cycling is a leading independent chain of cycle shops. They appointed Impression in 2020 as they were looking for fresh innovative ideas to help them grow their business and wanted a hands-on partner with a culture that aligned with their own.

The Challenge

Rutland Cycling faced many challenges as a result of the pandemic; their bricks and mortar stores were impacted by lockdown restrictions and the sharp increase in demand for their products led to an ever-changing stock situation.

We needed to help Rutland Cycling to grow profitably, creatively structuring our approach so that we could invest as much as possible in priority areas whilst ensuring minimal wasted spend on out-of-stock products.

The Strategy

Whilst stores were closed or facing lockdown restrictions, we set out to implement a full-funnel strategy to drive users to Rutland Cycling’s ecommerce site, no matter what stage they were at in their journey.

- Top and mid-funnel search campaigns targeted lower-intent search queries for users that were in the research phase and interested in purchasing bikes. Higher-intent queries were targeted with search campaigns through DSA ad groups built on a dynamic page feed, restricting spend to only in-stock and high-priority products

- Search query-filtered shopping campaigns ensured we maintained a high impression share for users looking for specific bike models, delivering revenue at the bottom of the funnel

- Due to pervasive stock shortages in the cycling industry, we had the additional strategic challenge of restricting spend to particular products with a greater level of stock depth to prevent wasted spend, particularly through search and shopping campaigns

The Results

We helped Rutland Cycling increase revenue by almost 30% despite severe stock difficulty (October 2020 – March 2021 vs previous year).

It took a few process iterations to streamline our ways of working around identifying priority products based on an evolving stock situation, and using lists to update our campaigns accordingly. We realised that by creating a centralised document for priority SKUs to be updated and dynamically pulling this into page feeds and custom labels, we were able to take most of the manual work out of the task allowing us to focus more on bid optimisation and managing overall budget allocation to different product categories and maximising Rutland Cycling’s retainer time.

Impression's approach to account management and ways of working have helped solidify the success we have seen through the strategy and tactics deployed by the Paid Media account team

~James Chester | Ecommerce Manager, Rutland Cycling

Tags

ecommerce
Paid media
paid activity
paid ads
paid advertising
ecommerce ppc
digital marketing agency
Ecommerce Strategy

Clients

Rutland Cycling