Learn how Bring Digital maximised margin for iconic photography retailer Jessops during peak trading to deliver their most profitable Black Friday ever.
In the summer of 2023, iconic photography retailer Jessops came to us for help improving their ads ahead of their peak trading period in Q4. They wanted to find ways to increase revenue for their key brands while also improving profitability.
Tough market conditions paired with high-consideration purchase journeys made the prospect of Black Friday particularly challenging.
Thankfully, the Bring Digital Paid Media team were more than capable of delivering above and beyond the brief.
We divided the PMax activity into 4 key segments, allowing us to reallocate and control the budget to deliver against key business objectives.
We started by segmenting key products. We isolated low AOV items affecting overall ROAS and margin, as algorithms had previously over-allocated budget to these low-ticket products.
Next, we shifted our focus to high-margin, core-stocked brands. The Paid Media team collaborated with Jessops to target top profit-driving products with tailored campaigns and Target ROAS bid strategies.
We also developed campaigns for unique product categories with varying margins. We ensured there were flexible adjustments of activities to align with consumer buying trends.
The new structure — overlaid with SA360 automated bidding — opened up visibility in all the right areas, resulting in the client having “their most profitable Black Friday recorded”.
These results have been delivered despite an 18% increase in CPC year-on-year and within the context of a challenging consumer market.
“Despite a challenging market and a tough brief, the Bring Digital team really impressed us. Their hard work and keen insights allowed us to cut significant costs in our account despite rising CPCs in the market, leading to our most profitable Black Friday on record. We’re delighted with the results and can’t wait to go again next year.”
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