Case Study: Frasers Group improves ROAS and scales revenue with Skai Experiments

Frasers Group improves ROAS and scales success with Skai’s™ Experiments

Frasers Group, the UK retail company behind Sports Direct, turned to Skai for help bringing its large paid search program in-house while staying aligned with Google best practices, especially around broad match keywords. The team also needed support avoiding performance dips as it adopted new technology and built out its internal paid search capability.

Skai’s Expert Services Team supported the transition through its Transitional Services offering, audited account practices, and helped implement recommendations while managing the program during hiring. Using Skai’s Paid Search Experiments tool, Frasers Group tested broad match keywords and Smart Bidding across non-brand campaigns, resulting in a 173% increase in revenue and an 84% lift in ROAS over the test campaigns, with learnings later scaled across the wider account.

Frasers Group

Aron Blair

PPC Manager