Overview
The account performance in December was influenced by the festive season’s erratic traffic patterns and a strategic emphasis on sales velocity. Strategic initiatives and optimisations ensured continued competitiveness and visibility, laying the groundwork for efficiency-focused efforts in January. The brand positions itself as a partner for creativity and craftsmanship, focusing heavily on helping customers achieve their DIY goals. This differentiates them from other generic hardware or home improvement brands that might not emphasise the DIY community aspect.
Performance Highlights
1. Sales Growth
2. Sales Volume
3. Costs
Actions Taken
1. Optimised Dayparting
• Implemented new dayparting rules on Cobalt to align campaigns with peak-performing hours, ensuring maximum visibility during optimal timeframes.
2. Continuous Auditing
• Conducted ongoing audits to reassess bids, placements, and targets, thereby refining overall campaign efficiency.
3. Single-Keyword Campaigns
• Launched a focused campaign driving targeted traffic and maximising conversions through concentrated efforts.
4. Brand Protection Measures
• Strengthened brand protection through brand defence campaigns to safeguard visibility from competitor interference.
Conclusion
Polar Enterprises’s performance achieved significant YoY growth attributed to the efficacy of targeted strategies in driving order volumes and engagement. Although sporadic shopper activity and platform traffic presented challenges, strategic actions and optimisations ensured continued competitiveness and visibility. The brand itself emphasises the quality of its products, which supports its aim to make customers’ DIY visions a reality. They foster a community of like-minded individuals passionate about DIY. This adds a personal touch and sense of belonging, making it more appealing to DIY enthusiasts. Looking ahead, leveraging these insights will be key to improving efficiency and sustaining growth in future campaigns.
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