Following the delivery of their new BRIGHT. ecommerce platform, FUJIFILM USA was determined to capitalise with optimised paid search, maximising the newly built shopping feed and streamlined site. Alongside the longer-term goal marketing assets that we provide, we were confident a more refined approach to paid search would deliver the immediate results and high ROI that FUJIFILM USA were seeking. So, our team restructured campaigns and added to the account.

What we did

We began with a paid search audit, where key points of development were identified. Our client’s existing paid ads were paused and reworked in line with its new online store.

Google Merchant Centre was set up with a new Performance Max campaign supporting the free listings in the Google Shopping Feed. Targeted keywords were optimised across the account, with updated and new ads focused on the most responsive audience possible. This was made simpler due to the extensive SEO research the ecommerce platform had been built around, and our internal expertise and knowledge of our client’s products.

Our team set up full conversion tracking in Google Ads, pulling through conversions value to empower ROI marketing campaigns. The team also set up the Key Metrics (conversions) and conversion value in GA4 to track traffic from all channels and Google Tag Manager with social media Pixels. These actions empower all digital campaigns.

As ads were rolled back out, they were done so in new campaigns based on product classifications. This laid the foundation for a controlled spend in which in-stock products could be prioritised. In the simplest terms, FUJIFILM USA could begin to spend on paid search ads for available products that are immediately available.