We’re proud to have expanded our services for FUJIFILM USA through the years. As a business and an agency, we’ve become extensions of one another’s teams – a relationship we actively foster with all clients because we know it leads to the best results. One of our most recent deliverables was a paid search strategy and campaign overhaul for FUJIFILM USA’s new online store.

Following the delivery of their new BRIGHT ecommerce platform, FUJIFILM USA was determined to capitalise on a fully optimised paid search approach, maximising the newly built shopping feed and streamlined site. Alongside the longer-term marketing support that we set out to provide, we were confident a more refined approach to paid search would deliver the high ROI that FUJIFILM USA was seeking. So, our team restructured campaigns and added significantly 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 conversion value to empower ROI marketing campaigns. The team also configured GA4 to track key metrics, including conversions and conversion value, and set up Google Tag Manager with social media pixels to monitor traffic across all channels. With these actions in place, the account began to perform more effectively, resulting in a remarkable 23,017% increase in return on ad spend.

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 short, FUJIFILM USA could focus spend solely on products ready to purchase immediately.