Sideshow Toy

Goal

  • Increase paid search presence and revenue
  • Dominate space
  • Expand reach and engagement

open website

About

Sideshow Collectibles (sideshowtoy.com) worked with PWs to improve its organic search presence across high-value products and categories on its site. The PRomoting Webs paid search team was asked to take over PPC management in February 2014 to drive additional value across the channel.

Challenge

A leader in the film collectibles space, Sideshow wanted to scale Paid Search presence and revenue. It also sought to dominate the space and expand its reach while still focusing on its niche audience for the greatest return.

Proposal

PWs conducted a Paid Search audit to identify areas of opportunity. We created a new account hierarchy and new campaigns for better control and performance insights.

We then optimized device, location, and budget settings to maximize the exposure of high-performing campaigns.

Once the bones of the account were in good shape, we synced the merchant center data feed to add Shopping Campaigns and dynamic product ads. We updated ads and ad extensions to create more engaging experiences.

Results

Thanks to Sideshow’s willingness to work closely and quickly with PWs, we were able to rapidly implement new recommendations, resulting in very significant and swift wins with clear revenue gains:

While efficiently improving sales is the primary goal, expanding reach is also an important success metric for Sideshow’s Paid Search account. We increased impression share while achieving a better average position, all without sacrificing efficiency:

2.8x More Revenue YoY

ROAS is up 282%
Revenue is up 281%
Reach Expansion

Average Position is down 35%
Impression Share is up 81%