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While setting up accounts and doing keyword research required for this program, we learned that not only did we need to establish benchmarks, but that actionable results would be just as important. At this time, the client also revealed that they had created a new internal role responsible for liaising between retailers and advertising partners to ensure the efficiency of their SEM campaign spend.

First, we created a plan with a recommended budget for products with an always on sales cycle as well as those that are seasonally driven. Included, was a budget recommendation with flexibility to address seasonality, product and category sell-outs and missed sales. Second, we created ad groups that addressed different product categories and their sub-categories. Then, we wrote copy to support various launch products. The initial creative was done exclusively in English but was later expanded to include French once we had results. Last, weekly and monthly reporting meetings helped to keep clients informed of campaign performance related to cost. They also told us which keywords were performing and which were not, allowing us to pivot our strategy, if needed.

At the start of the program, Toshiba Canada made a commitment to their global headquarters to meet website traffic goals during the 8-month campaign. Within the first 6 months, the campaign met all its numbers, giving us another 2 months to surpass our goals and set new benchmarks for the following year.