ParkerBrand Grows Revenue by 180% with Impression’s Digital Strategy

Multi-award winning digital agency Impression has built a successful strategy for tools retailer ParkerBrand that finally grows revenue by 180% in 10 months.

The Challenge

Given that ParkerBrand had allocated greater resources to paid media, higher performance objectives were set for 2019. Overall, the goal was to grow revenue rapidly over a short period of time whilst maintaining the return on ad spend (ROAS) to remain profitable.

This translated into the following objectives:

  • Achieve a minimum of 10:1 ROAS
  • “Grow revenue as much as possible” from a year-on-year perspective

The Strategy

To meet the above objects, Impression implemented the following strategy:

Restructure Shopping Campaigns

  1. Understand seasonality impact on product type performance
  2. Distribute daily budgets across product types

Remove Shopping Campaign Inefficiencies

  1. Implement search query filtering
  2. Weekly search query auditing
  3. “Everything Else” catch-all campaign to capture outlier products

Implement Bidding Strategies

  1. Correct Google product category
  2. Implement product type
  3. Implement custom labels

Expand Across Additional Channels

  1. Mirror Google Ads changes across Bing
  2. Implement Facebook dynamic product retargeting (+ further feed work)
  3. Roll out Google Showcase Ads
  4. Implement RLSA campaigns in search to capture previous shopping visitors (80% account + shopping)

The Results

As a result of their work on this campaign, Impression was initially shortlisted for the award for best use of search (retail/eCommerce PPC) in the UK Search Awards.

Since then, they have also been shortlisted for ‘Shopping Ads Campaign of the Year’ in the 2020 Biddable Media Awards for this campaign.

The below results were achieved from February 2019 – October 2019:

  • 180% YoY Revenue Growth
  • 11.08:1 Shopping ROAS

Jason Parker, Managing Director stated:

Since working with Impression our ROI has significantly increased across all paid search avenues. Our account is extremely well managed and time is taken by the team to not just spend the money but also to report on where it is performing.

I would certainly recommend this agency to any business who wants to maximise their advertising spend and reduce conversion costs.

About Impression

Impression is a multi-award winning digital agency, specialising in the delivery of high performance campaigns across SEO, PPC, analytics and digital PR.