Maximizing Seasonal Efforts Launching a Tiered CPA Model
Frontera is a luxury patio furniture company based in the United States that stock their own brand, World’s Finest Rockers onsite, alongside a variety of well known luxury brands including Kingsley Bate and Barlow Tyrie. Incubeta was tasked with changing the methods by which Frontera’s own branded goods, working together with the other brands, primarily the CPA model, to find a way of continuing to grow the account in a manner that was feasible for Frontera.
We started by pulling the profit margins for each brand onsite, giving us a deeper insight into the areas we would be able to expand. We then analyzed the data, and moved from the existing flat 20% CPA to a new tiered model.
From here we enhanced our paid search efforts to increase marketplace presence for higher margin brands – the majority of brands dropped down to 17% but the higher margin brands saw a CPA increase to 22%. We then increased our keyword coverage and shopping presence for these brands, bidding more aggressively and testing out new campaign types in the account (such as Inventory Aware & Discovery campaigns).