Leveraging Value-based Bidding for M&S Improving the Efficiency of Paid Search
M&S is a leading British retailer bringing quality, great value food, clothing and homeware to millions of customers around the world.
In an increasingly competitive environment, M&S set their sights on gaining a distinct competitive advantage by transforming their bidding approach from traditional online revenue strategies to a profit-based model.
Their objective was to leverage their own first-party profit data and evolve their bidding practices accordingly.
We joined forces on a mission to making it all happen!
Through extensive consultation with the client, we embarked on the meticulous curation of a customised automated solution, harnessing the power of Incubeta’s proprietary data-pipeline. This solution offered the following capabilities:
- Seamless export of raw GMP transaction data into BigQuery,
- Integration of M&S’ first-party profit data with transaction-level details to calculate precise profit values.
- Automated re-import of enriched data back into the GMP for enhanced bidding activations.
Once created, we then ran A/A & A/B split-tests across a number of business categories, pitting profit-based bidding directly against revenue-based bidding.
Building upon our robust partnership as a full-service agency and GMP Sales Partner, Incubeta had been diligently collaborating with Marks and Spencer since 2019.