Problem: ​

PacSun faced the challenge of increasing visibility and driving conversions during highly competitive holiday shopping periods such as Thanksgiving, Black Friday, and Cyber Monday. These events are marked by fierce competition, with brands across the retail and e-commerce industry vying for limited consumer attention and advertising space. The need to outperform competitors in both Paid Search, Shopping (PLA) campaigns, and PMAX campaigns while maintaining efficiency was paramount.

 

Impact:

As a Digital Marketing Coordinator, I played a key role in driving the paid search, Shopping, and PMAX campaign strategies for these key shopping events, employing a data-driven and multi-faceted approach to achieve impactful results.

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• Developed and Launched Paid Search Campaigns: Strategically created new paid search campaigns targeting holiday shopping intent to drive conversions, while conducting in-depth analyses to update and optimize existing campaigns, resulting in improved overall efficiency and ROI during the critical holiday season.

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• Optimized PMAX Campaigns for Seasonal Impact: Enhanced PMAX campaign performance by refining creative assets to reflect seasonal holiday themes and developing dynamic, customer-centric ad copy. Leveraged advanced audience signal optimization to ensure precise targeting and maximize campaign effectiveness.

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• Campaign Performance Monitoring and Budget Allocation: Spearheaded weekly performance analysis of paid search campaigns, meticulously tracking key metrics such as CPC, CTR, impressions, and clicks. Proactively reallocated budgets to top-performing segments, monitored hourly pacing and spend patterns, and executed real-time bid adjustments to capture emerging opportunities.

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• Dynamic Campaign Management: Improved efficiency and maximized ROI by pausing underperforming ad groups and reallocating resources to capitalize on high-performing keywords and ad formats. This included real-time decision-making during peak shopping windows to enhance campaign agility.

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• Advanced Keyword Segmentation: Implemented a comprehensive keyword strategy segmented by intent, seasonality, and historical trends. Optimized bids for branded, non-branded, and competitor keywords to ensure relevance and high performance across all campaigns.

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• SEO Insights and Technical Improvements: Produced detailed weekly SEO performance reports to identify and resolve technical SEO issues promptly. These efforts contributed to measurable improvements in organic search visibility and conversions, aligning with broader marketing objectives.

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Results:

Through these targeted and innovative efforts, PacSun achieved remarkable results during the holiday shopping season:

• Paid Search Revenue: 25% YoY increase.

• ROAS: 32% YoY improvement, driven by significant performance gains from PMAX campaigns and Brand search campaigns.

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This strategic success positioned PacSun as a standout brand in an intensely competitive marketplace, driving measurable business impact and ensuring a strong foothold in the holiday retail landscape.