Inaugural online ads provide industry-leading analytics, generate calls and navigations to stores, and fill online shopping carts
AdRocket, Retailer Web Services’ (RWS) newest technology that automates digital advertising, 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 over 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.
Subsequent large-scale AdRocket campaigns have included “Shop Local” in June, featuring bestselling Whirlpool appliance brands and focusing on the community benefits of buying from independent retailers. In July, more ads are underway for Independence Day campaigns, promoting additional brands including GE, Samsung, Sony and LG.
According to RWS Chief Operating Officer Jennie Gilbert, AdRocket doesn’t stop at executing eye-catching digital ads; its unique ability to gather meaningful data before, during and after the ads are clicked allow for thorough analysis, testing and improvement to ensure AdRocket ads are driving valuable traffic that will continue on to convert.
AdRocket analytics reports show that the May campaigns generated more than 450,000 total interactions, i.e., clicks on ads. Though retailers can participate in AdRocket Base promotions regardless of who manages their websites, those participants with sites by All Your Retail (AYR), RWS 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 or AYR. This depth of conversion data showed consumers brought to these sites by the ads engaged with the stores and continued down the purchase path. Specifically, these consumers went on to:
- Conduct in-depth research about the items in the promotion; they visited the product pages of participating appliances or mattresses 33,812 times.
- Contact the store by phone; these consumers used the click-to-call function from their smartphones 6,898 times.
- Look up driving directions to the store; they clicked to get directions to a store from their smartphones 571 times
- Start online transactions; consumers added 1,178 participating products to retailers’ online shopping carts or quote requests after clicking on the May digital ads.
“These are strong signs of engagement and purchase intent that illustrate the quality of the traffic brought to these sites by the digital ads and most likely represent only a fraction of the overall purchases resulting from the campaigns,” said Gilbert.
“The AdRocket technology is superior in bringing scale by automation,” Gilbert continued. “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.”
Due to the demand for customized campaigns for retailers, another version of the digital ad software, AdRocket Boost, is also available. With Boost, retailers work with an RWS dedicated Account Manager to create custom ads to build their brands and promote their stores’ unique value propositions and events.
About Retailer Web Services: Founded in 2006, Retailer Web Services (RWS) serves more than 2,700 appliance, electronics, furniture and mattress retailers in North America with an integrated and complete suite of digital marketing solutions: world class website design and development, digital advertising, reputation management, in-store technology enablement and analytics. Named twice to CIO Review’s 20 Most Promising E-Commerce Solution Providers in 2017 and 2016, Scottsdale, Ariz.-based RWS is an authoritative source on how consumers shop for new appliances, electronics, furniture and mattresses in the digital age. A trusted advisor, RWS champions the success of independent retailers and helps them to realize their dreams through the promise of technology.
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