Covert

Background.

Covert implemented the Roses Only SEM Valentine’s Day 2020 campaign across their international accounts in the United States, United Kingdom and Singapore.

The sentiment for roses during the Valentine’s Day season is the highest in a calendar year and required careful attention during the advertising period to ensure that the Return On Advertising Spend (ROAS) was maximised across all countries.

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The Challenge.

Roses Only were looking to sell all of their Valentine’s Day roses stock while keeping their advertising spend low across three of their international accounts – US, UK and Singapore.

The Solution.

Covert conducted an in-depth data analysis to find any gaps in the preceding search campaigns. The analysis involved looking at historic data across campaigns, search queries and content to identify opportunities for performance optimisation.

It was important to understand how the business operated from the supply chain and delivery side due to “same day” and “next day” deliveries. An approach was put together that produced a high return on advertising spend during the festive season.

The Results.

  • Sold out UK, USA and Singapore Valentine’s Day 2020 stock.
  • 3-8 ROAS across branded and non-branded keywords during the Valentine’s day period.

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