We delivered a great Christmas present for the Science Museum Shop in Christmas 2021, with close to 4,000 transactions, alongside increasing their seasonal campaign revenue by over 20%.
The Science Museum shop is an e-commerce platform selling science-themed and exhibition-range toys and gadgets. Passion was first approached to improve the profitability of campaigns across paid Shopping throughout the Christmas period back in 2015. Passion has now carried out this campaign ever since and was challenged to continue improving performance.
Utilising historical data, we determined the most effective areas of activity and continued to build on these as a consistent source of revenue, while we explored additional opportunities. One of which was the full utilisation of ‘Automated Bid Strategies’ and ‘Smart Campaigns’.
Back in 2020, we were quite hesitant to implement these. However, 2021 saw us go all-in, thanks to the improvements in the performance of Google products. We also used DataFeedWatch to optimise product feed and the Google Sheets functionality allowed for streamlined feed updates (Custom Labels), further enabling us to create effective campaign structures.
9.2%
Decrease in costs
23.4%
Increase in revenue
36%
Increase in ROAS
The Science Museum project exemplifies the importance of having a flexible, dynamic campaign strategy. By breaking out campaigns by price point, we were able to easily adjust budgets towards the museum’s most profitable offerings. This data-driven approach yielded significant results, contributing to their best year ever.
But we’re not stopping there. We’re thrilled to continue working with the Science Museum and push the boundaries even further. We’re excited to introduce new platforms, test innovative strategies, and ultimately help them shatter their future goals.
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