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Tablet devices live what might be considered a dual existence. Emerging as a consumer research tool more closely aligned with desktop computer then a mobile device; the Tablet conversely is categorized as a mobile device in paid search. As device targeting in paid search marketing continually evolves; our paid search strategies for Talbots needed to evolve as well.

Challenge:

Our successful traditional mobile campaign was optimized for smartphone usage;
built around a focused keyword group and a tight group of brand and location specific terms.
Our strategy needed to ensure our efforts would cover the emerging paid search demand and
preemptive action as Tablets enter the market and gain popularity.

Results:

59% lift in mobile revenue (Q4-Q1)



  • Better Efficiency: Mobile campaigns currently account for 5% of total revenue, though represent only 3% of the cost
  • Higher ROI: Mobile efforts combined produce a 43% higher ROI than online PPC
  • Highest AOV: Tablet campaigns allow for the highest AOV of all PPC campaigns given the naturally higher affluency of these users
  • Just the Beginning: Mobile revenue saw a 59% lift from Q4-Q1 in revenue, and a 9% lift in ROI. As more and more smartphones are adopted, we’ll continue to see the potential of this channel grow

Strategy:

  • Leverage iProspect’s superior knowledge of the mobile arena, understanding of the search engines and insight into the Talbots brand to launch a tablet-specific PPC campaign with a broader brand keyword set
  • Outperform traditional mobile and desktop campaigns return stronger revenue, ROI, and AOV
  • Focus on driving conversions through the website allowing strategic management to set and cap budgets, tailor keyword bidding and specific ad copy
  • Target iPads and other tablets only, excluding smartphones and feature phones for this purpose
  • Build ad groups covering popular product categories including dresses, suits, plus, and petites

Talbots

Tablet-Specific PPC Campaign

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