TOMS

Converting clicks into revenue

Challenge

Response

Summary

People were increasingly clicking on TOMS’ mobile ads. However, the effectiveness of these clicks lagged behind those on desktop and tablet. We needed to convert growth in clicks to generate incremental revenue.

TOMS case study 960x540

The Campaign

First, we customised ad content to ensure TOMS ‘mobile shop’ appeared when users were searching on mobile.

We then used audience signals – including customer match, in-market audiences, and remarketing lists for search ads – to get ads in front of the right people.

We optimised bids for device, audience, and location, and set up broad match modifiers in Google Ads to control when TOMS ads would be shown for related keywords.

We also overhauled TOMS’ Google Shopping campaigns, prioritising best-performing products and segmenting discounted products into separate campaigns.

Additionally, we simplified product attributes to align with searches – for instance substituting ‘olive’ or ‘forest’ with ‘green’.

Results

Mobile revenue overtook desktop revenue for the first time across six European markets (the UK, Netherlands, Germany, France, Austria and Ireland).

Mobile conversion rate went up
45%
YOY.
Mobile revenue increased by
30%
Shopping campaigns generated
59%
more orders
and
31%
more revenue.

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