Hisense is a major multinational manufacturer of electronics and appliances and one of the most popular TV brands in China. Hisense wanted to increase U.S. market share for its smart TVs and started advertising on Walmart with strong early results. But when the eCommerce team looked to optimize and scale, they turned to Pacvue’s solutions for a highly efficient Walmart advertising strategy.
+71.8%
ROAS Post-Bid Modifier
+45.6%
CVR Post-Bid Modifier
The Challenge
When Hisense started advertising on Walmart, the eCommerce team immediately saw promising results that exceeded their expectations. Their campaigns on Walmart had a Return on Ad Spend that was already 3x greater than Electronics category ROAS averages on other eCommerce platforms.
However, there was still room for improvement, so Max Shen, Director of eCommerce at Hisense, turned to Pacvue’s advertising automation and optimization scale an efficient Walmart Sponsored Products strategy.
The Solution
After running campaigns for a period of time, Hisense evaluated performance by placement (Buy Box and Search In-Grid) and platform (Desktop, Mobile, and Mobile Web). By using Pacvue’s reporting feature, the team was able to quickly identify which platform and placement performed best and make appropriate bid modifiers.
Pacvue’s dayparting feature allowed Hisense to control what time of day their ads ran on Walmart. By only advertising on certain hours of the day, they were able to cut wasted spend and focus their budget on hours where they saw greater results. After employing a dayparting strategy through Pacvue’s Walmart platform, they saw significant improvement in their campaigns.
After adding bid modifiers, Hisense saw a 71.8% increase in ROAS, 45.6% increase in CVR and a 10% decrease in CPC.
Results
Hisense saw immediate results by making placement and platform bid modifier and dayparting optimizations. Other benefits of using Pacvue included saving time through Pacvue’s bulk operations feature and getting competitive SOV (Share of Voice) insights on their top keywords.
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