Case Study: Jessops achieves record Black Friday profitability with Bring Digital

Jessops achieves most profitable Black Friday with Bring Digital despite 18% CPC rise

Jessops, an iconic photography retailer, faced the challenge of improving the profitability and revenue of its ads ahead of the competitive Q4 peak trading period. In the summer of 2023, they enlisted Bring Digital and its Paid Media service to help navigate tough market conditions and high-consideration purchase journeys in preparation for Black Friday.

Bring Digital divided its Performance Max activity into four key segments, isolating low-margin products and creating tailored campaigns with Target ROAS bid strategies for high-margin, core brands. This new structure, overlaid with SA360 automated bidding, delivered exceptional results. Bring Digital helped Jessops achieve its most profitable Black Friday ever, driving a 79% increase in revenue to key brands and a 56% return on ad spend despite an 18% year-on-year increase in CPC.

Jessops