Crucial Drives Global Expansion Through Agile Paid Search Strategies
by Toccara Baker
Posted on 02-18-2020
The boom in computer gaming globally, following the popularity of esports, is fuelling the appetite for new products and technology with the value of the video game market estimated to hit $300 billion by 2025. This means huge opportunities exist globally for companies who manufacture gaming related technologies. One piece of hardware critical to a great gaming experience is computer memory. This must be capable of handling real-time graphics processing with split second responsiveness to make the gameplay experience as seamless as possible.
For Crucial, one of the world’s largest manufacturers of computer memory, harnessing paid search advertising has been essential to capturing new customers as they search for computer hardware online.
Since its founding in 1996, Crucial has been committed to the belief that everyday consumers can and should have the ability to improve their computers through do-it-yourself memory upgrades.
“Our goal is to educate consumers so that they don’t need to spend hundreds of pounds on a new computer to get better performance,” says Lucy Wittlif, Performance Marketing Manager Global Search. “We help customers to decide whether a simple hardware upgrade could make their computer run like new, or whether they need to level up for memory intensive activities like gaming – all for a fraction of the cost of buying a new computer.”
Using Adobe Advertising Cloud Search, part of the Adobe Advertising Cloud, Crucial is able to react to consumer demand quickly, position its brand front and centre and drive demand to its e‑commerce site.
Automation capabilities drive performance uplift for paid search campaigns
Only having a small in-house team, Crucial work closely with Adobe experts to formulate and manage its paid search strategy through Advertising Cloud Search. This expertise is critical to optimise paid search campaigns with the speed and agility needed for Crucial to stay ahead of its competitors in this competitive market.
Powered by Adobe Sensei, Adobe’s powerful AI, Advertising Cloud’s automation features ensure the best-suited transaction mix for Crucial. Through Performance Optimization, the Adobe account team continuously monitors Crucial’s campaigns to automate bidding and optimize the delivery and effectiveness of its search ads.
Spend Recommendations also recommend how to best allocate Crucial’s advertising budgets across different campaigns, whilst Performance Forecasting provides insight into the impact of different budget scenarios on the business’s clicks, conversions and revenue, so the best strategy can be used.
Across Crucial’s top four markets — UK, Germany, Italy and France — the business has seen impressive results. Impressions volume YoY has increased by 54%, whilst traffic to Crucial’s site surged by 37%, without increasing the cost-per-click. YoY impressions volume and clicks across mobile observed an increase of 153% and 101% respectively, resulting in a click-through-rate spike of 66%.
“Being able to implement campaigns and monitor their effectiveness so efficiently means we can now focus our attention on creating content that supports consumers at different stages of their hardware upgrade journey,” says Wittlif. “This is what keeps customers on the site, engaging with our products and importantly, our brand.”
Expanding global footprint through capturing emerging opportunities
Highly effective paid search campaigns, bidding more on revenue generating keywords, coupled with the growing demand for more powerful computers, has presented a huge growth opportunity for Crucial to reach new customers and expand into new markets.
“Just four years ago we had a digital presence in four markets and today we are in fourteen,” saysLucy. “We’re driving really successful paid search campaigns that allow us to jump on growth opportunities in new markets and be the brand front of mind for consumers looking for memory”.
Great results for Search resulted in a quarter-on-quarter jump in ROI of 21%, driving more investment in the channel and expansion into new markets. Since the introduction of Japan, Korea, India, Russia, Taiwan and Spain last year, the site managed a monthly additional volume of 2.1 million visitors.
Adding value for customers beyond its products
Through timesaving automation, Crucial has been able to channel more time towards building its website around customer needs. Whether a computer novice or serious tech geek, educational content on Crucial’s site helps its customers to select the best product and guides them through the DIY upgrade process with ease.
For online retailers, delivering exceptional customer experiences and service such as this feeds heavily into the effectiveness of their paid search campaigns. Without relevant content, prospective customers will simply land and leave; heading elsewhere to find what they are looking for.
Crucial’s commitment to providing customers with expert advice, coupled with its agile paid search strategies, has not only allowed it to win new customers across multiple markets, but will ensure the business continues to capitalise on new customer opportunities and continue its global expansion.
Crucial uses Adobe Advertising Cloud to take an agile approach to paid search marketing and win customers in new geographies.
Topics: Advertising, Adobe Advertising Cloud Search, Customer Experience, customer success, UK, UK Exclusive, Digital EMEA
Products: Advertising Cloud