Account Set Up

• Worked with brand to align on key categories for peak performance for allocations on budgets and key focus for peak period
• Integrated enhanced conversions to increase data in account and as a result hasten build up in anticipation to peak

Campaign Structure

• 2 Core categories of fancy dress & party separated into 2 Pmax campaigns bult from custom labels using in depth category information
• Liaised with Brand on top 100 skus for previous peak period for both categories to implement into a best seller campaign to push traffic to expected best performing with a segmented budget to quickly build data on top sku’s
• Researched, Planned & Implemented Generic search with Extensive Keyword research to build upper funnel Generic search campaigns to lead to category based around generic Halloween keywords

Performance Optimisation & Scalability

• Consistent check ins to optimise campaigns and begin to scale using both in platform and GA4 data to ensure traffic and revenue was incremental
• Use of Seasonality adjustments pre/post peak to scale traffic as we approached peak sales period and manage drop off post peak so ROAS wasnt impacted as heavily