Retailer Web Services Digital Advisor Summer 2018 | Page 14

FROM THE NETWORK
THE RESULTS ARE IN!
May Launch of AdRocket™ Generates Calls and
Navigations to Stores, Fills Online Shopping Carts
A
dRocket ™ launched its first
large-scale campaigns
in May: “May is Maytag
Month” and Memorial
Day promotions of Beautyrest Black
and Serta iComfort. The inaugural
campaigns simultaneously executed
more than 950 unique Google
Display, Google Text and Facebook
ads for several hundred appliance
and mattress retailers by harnessing
the power of automation through
smart software design. The ad spend
of several hundred thousand dollars
was funded by Nationwide Marketing
Group and its retail partners Whirlpool
and Serta Simmons Bedding at no cost
to the retailers.
According to AdRocket analytics reports,
the May campaigns generated more than
450,000 total interactions, i.e., clicks
on the ads. Retailers can participate
in AdRocket Base promotions no
matter who manages their websites.
However, those participants with sites
by Retailer Web Services (RWS), All
Your Retail and Site on Time had these
ads bring consumers to dynamic
and interactive landing pages for a
conversion-tailored experience.
Further, AdRocket measured and
recorded the activity of consumers
after these ads brought them to the
site for 185 retailer participants using
sites by RWS. This groundbreaking
depth of conversion data showed
consumers who were brought to
these sites by the ads engaged with
these stores and continued down the
purchase path in the following ways:
Conducting in-depth research
about the items in the promotion: Contacting the store by
phone: Looking up driving
directions to the store:
Consumers visited the product
pages of participating appliances
or mattresses 33,812 times. Consumers used the click-
to-call function from their
smartphones 6,898 times. Consumers clicked to get
directions to a store from
their smartphones 571 times.
THE RWS TAKEAWAY:
These are strong signs of engagement and purchase intent that
illustrate the quality of the traffic brought to these sites by the digital
ads. Furthermore, they most likely represent only a fraction of the overall
purchases resulting from the campaigns.
Starting online transactions:
Consumers added 1,178
participating products to
retailers’ online shopping
carts or quote requests after
clicking on the AdRocket ads.
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“The AdRocket technology is superior in bringing scale by automation,”
said RWS COO Jennie Gilbert. “It places more ads faster and more
accurately, freeing retailers—and advertisers—from placing ads by hand,
which avoids costly human error and delays in starting time-sensitive
promotions. AdRocket does all the work prior to the go-live date and then
programmatically places the ads within minutes. We look forward to future
campaigns with AdRocket as more brands are excited to participate.”