Storm for Retail

DC Storm understands the needs of the retail sector, having worked with some of the largest online and high street retailers.

Its Storm Platform is powerful enough to meet the specific needs of retailers with bespoke attribution rules, external data integration options and optimisation strategies, to enable them to get the maximum return from their online activity.

Intelligent Optimisation

Storm Optimiser allows a PPC strategy to be divided into any number of segments that can be managed using different tactics or rules instead of using a single solution across the whole campaign. Multiple bid tactics can be created that pause and unpause ads and change bids.

For each strategy these multiple tactics can also be combined and applied at any level and can utilise data from tracking or from offline data feeds. This enables accurate implementation of sophisticated and diverse optimisation strategies.

Some of the tactics and rules include:

• Bid to maximise ROI, common to many online retailers in principle, but Storm is flexible enough to support specific definitions of ROI and nuances of approach.
• Pausing and unpausing ads based on stock availability to ensure that products are advertised as soon as they are available, as well as preventing money from being wasted on advertising products that aren’t available.
• Optimising PPC spend using profit margin rather than revenue. Essential for retailers selling a range of products with a significant margin range.
• Overriding day-to-day PPC approaches with rules that react to a sudden spike in sales and interest.
• Budget control to ensure spend is only made up to a certain amount.

Storm Optimiser allows retailers to choose when and at what level to apply these tactics to create an overall strategy that is appropriate, manageable and truly optimises their campaign based on their objectives.

Storm Data Integration

For many retail PPC campaigns, the method of optimisation is to use bid strategies that are based on historic data (click through rate, search volume, conversion rate, etc). However, there are many instances where strategies could be much more effective by incorporating data from sources other than tracking information.

Storm Data Integration allows retailers to easily upload multiple data feeds for use in all of their online marketing and ensure that the budget is being spent where it has the most impact.

Data such as stock information, profit margins and in-depth product information can also be inserted into Storm for in-depth reporting and to set rules for PPC optimisation.

Storm also utilises Google ad parameters to dynamically update creative ad text without affecting the historical data associated with each ad.

Information such as the lowest price for a product or percentage discount on offer can be automatically updated in the ads via a data feed. Displaying these numeric values can dramatically improve the performance of ads by increasing the CTR from users who are motivated by price.

Accurate Sale Allocation

Whether the sales cycle takes minutes or weeks, Storm allows retailers to look back at the complete user journey and assign value to each of the online channels that contributed to a sale using bespoke attribution rules.

Sales are split according to the visits a customer makes to a site which can be seen in a general view, such as by traffic source, or by the exact route a customer took to a sale.

Understand the contribution of brand

DC Storm understands the importance of brand awareness and its influence on the buying cycle. Storm enables brand visits to be defined across all channels, enabling powerful and effective splitting of brand and non-brand contribution.

A suite of brand analysis reports provide unique insight into where brand is contributing to the sales cycle and how it effects conversion.

Key Benefits:

• Bespoke attribution models
• Integrate data from any source to optimise multiple PPC campaigns
• Automatically de-duplicate sales
• See the complete user journey, not just the last click
• Add margin data at the point of sale

Find out more:

• Case Study - Alltheshoes.co.uk use Storm to update their PPC ads with prices automatically

Contact us:

To discuss any of our features, and how DC Storm can help your business, please get in touch.