Vertbaudet is a leading online retailer in France, selling children’s fashion, maternity wear, and toys. The company has a 40-year retail heritage which also includes 64 bricks and mortar stores nationwide.
Search advertising is the primary marketing channel for Vertbaudet’s online retail business, helping to generate sales for upwards of 5800 items, many of which change every season. In order to retain better control over this strategically important area and to improve performance as activity scaled, the company decided to switch from using an external agency to managing search in-house at the start of 2016. As well as wanting a smooth transition, Vertbaudet also had some tough initial goals:
Vertbaudet chose Kenshoo as its search partner to optimize bids, automate program management and reporting and identify and maximize opportunities. Kenshoo’s easy to use technology, powerful bid optimization engine, automation and time-saving features and history of innovating to help clients improve performance, including the integration of search with other digital and offline marketing activity, was exactly what it needed.
Vertbaudet was also convinced Kenshoo’s highly responsive and knowledgeable team would minimize the learning curve to manage search in-house. Working with Kenshoo, the retailer rolled out a search advertising strategy based on the following key elements:
Even during the potentially disruptive changeover of moving paid search in-house, Vertbaudet was able to generate significant performance improvements. Year-on-year gains for the six month period, July to December 2016 included:
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