The Objective
Liverpool, Mexico's leading department store chain, sought to maximize sales, revenue, and ROAS during their "La Venta Nocturna" Mother's Day event (April 26-28). They worked with Aleph teams to drive incremental results by incorporating Microsoft Advertising solutions into their media.
The Strategy
Liverpool alongside Aleph adopted a multi-faceted approach leveraging Microsoft Advertising's capabilities.
Segmented Search Campaigns:
Recognizing the distinct customer journeys for brand-aware and non-brand-aware shoppers, Liverpool implemented separate Search campaigns.
Brand Campaigns: Focused on capturing users actively searching for "Liverpool" and related terms, ensuring strong visibility and efficient conversion of high-intent customers.
Non-Brand Campaigns: Targeted broader keywords related to product categories and Mother's Day gifting, expanding reach and driving new customer acquisition.
Category Focus: Both Brand and Non-Brand campaigns were further segmented across eight core product categories (e.g., fashion, home goods, electronics) to deliver highly relevant ads and landing pages, improving ad quality and conversion rates.
Performance Max Enhancement:
Shopping Campaign Integration: Liverpool leveraged Performance Max to enhance their traditional Shopping campaign, allowing Microsoft’s AI to optimize bids, placements, and creatives across a wider range of inventory.
Audience Signals: Leveraged customer data and insights to inform Performance Max's automation, ensuring ads reached the most receptive audiences.
Goal Optimization: Configured Performance Max campaigns with a focus on maximizing conversions and ROAS, aligning with the overall campaign objectives.
Strategic Collaboration:
Microsoft Partnership: Liverpool worked closely with the Microsoft Advertising team within Aleph to optimize campaign strategies, leverage platform expertise, and ensure alignment with best practices.
Data-Driven Optimization: Continuous monitoring of campaign performance and data analysis allowed for ongoing adjustments and refinements to maximize results throughout the "La Venta Nocturna" event.
"By collaborating with the Microsoft Advertising team in the pursuit of strategic optimizations, we have not only achieved the planned results but have exceeded them, playing a key role in increasing ROAS." -
The Results
Liverpool exceeded their campaign goals, achieving substantial increases in revenue and ROAS:
+128% Revenue: Significantly surpassed initial revenue targets.
+346% ROAS: Delivered exceptional return on ad spend, exceeding business objectives.
49x ROAS: Achieved an outstanding 49x ROAS specifically for "La Venta Nocturna Para Mamás.
Outstanding Campaign Results
