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The Science Museum PPC Case Study

Using Historic Data to improve performance year after year.

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 challenge.

We delivered a great Christmas gift for the Science Museum Shop: 4,000 transactions and a 20% revenue boost by optimising annual performance.

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The Science Museum Shop, an e-commerce platform offering science-themed toys and gadgets, approached Passion to boost the profitability of their paid Shopping campaigns during the Christmas season. After delivering a successful campaign in 2015, we’ve been tasked with improving performance each year. By Christmas 2021, we delivered a stellar result with nearly 4,000 transactions and a 20% increase in seasonal campaign revenue. The challenge was to continually enhance campaign performance using historic data, keeping the momentum going year after year.

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Our response.

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 impact.

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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Freddie and the team head up our PPC account for the Science Museum. We are mainly focusing on Google shopping and search, where we have 500-800 products online at any given time. We just had a really great end of 2021 – our busy Q4 Christmas period, Freddie was driving a high ROAS and hitting targets/forecasts across the board. He has been great
with any ad-hoc requests and explaining the management of the account to the new starters in the team. Passion Digital comes highly recommended!

Scarlett Giannakou Ecommerce & Digital Marketing Contractor

Knight Frank is a large global organisation with a vast Paid media strategy, to which our account team at Passion are pragmatic and quick to respond. Passion are a true partner to Knight Frank and we would highly recommend their paid media team. Thanks to them, we’ve definitely made considerable improvements to the technology we’re using. As a result, we’ve automated our ad efforts and saved a lot of time.

Passion is very transparent and honest. Additionally, the team is very agile and cost-efficient — they provide a significant amount of value for the price.

Anonymous Head of Social Media

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