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To reach Toys For A Pound’s target market, we implemented relevant audience signals throughout its Performance Max and search campaigns, using in-market and affinity audiences. We also segmented campaign audiences to ensure the brand’s ads were directed towards the right demographic, rather than shoppers looking for higher-priced products.
As the business offers toys at extremely low prices, we carefully monitored ad spend across PPC campaigns to ensure that our efforts delivered a significant ROAS. Our in-house Performance Max experts also ensured that we exclusively channelled the retailer’s ads directly into Google Shopping rather than all Google Networks, which protected the budget from being wasted on areas with low conversion rates.
Our team created dedicated Performance Max campaigns for the most popular brands sold by Toys For A Pound, and used an array of assets - including images and video content - to aid with performance. To leverage the strength of the brand’s name, we also set up a search campaign targeting ‘Toys For A Pound’ as a broad match term, which resulted in over one million impressions throughout the Q4 campaign - almost trebling the results from the previous year.
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