Case Study: Panasonic achieves 205% ROI lift and 81% revenue growth with Kenshoo

Panasonic - Customer Case Study

Panasonic engaged Covario to run paid search across six product categories as it shifted to drive more sales through its own shopping site. The main challenge was to improve performance of non-brand/generic campaigns while maintaining non-brand impression share across Google and Bing — a task made difficult by many ad groups with varying CPA and revenue targets, rapid market shifts, and different mobile vs. desktop performance.

Covario implemented Kenshoo automated bid-to-ROI rules with a $5 maximum effective bid and separate minimum ROI targets for desktop (0.1) and mobile (0.05), running daily adjustments by keyword. Quarter-over-quarter results (Q2 vs Q1 2014) included ROI +205%, revenue +81%, CPC -35.6%, conversions +59.2%, conversion rate +72.6% and CPA -62.7%; impression share was maintained while the cost to achieve it fell by 40%, and most categories showed improved conversion, CPC/CPA, revenue or ROI.

Panasonic