Gilt

Gilt exceeds ROI goals and realises more revenue

Gilt, an innovative online shopping retailer, is realising more revenue from its Search Ads campaigns than from any other app install channel. Its highly successful Search Ads campaign strategy is greatly exceeding ROI benchmark goals.

Goals

  • Attract new, quality users
  • Improve ROI per install

Strategy

  • Multiple campaigns aimed at new customers
  • New keyword discovery through Search Match

Results

  • Realising more revenue than any other app install channel
  • Greatly exceeding ROI benchmark goals

Gilt reaches quality users with Search Ads

By pioneering the flash sale model to large numbers of consumers, online retailer Gilt knows exactly how to deliver luxury brands at value prices. Now with the majority of its business coming from its mobile app, Gilt has discovered that Search Ads also delivers value by attracting users keen to find a great deal.

“We see Search Ads as the perfect way to increase our presence on the App Store,” says Sarah Weg Spero, digital marketing manager at Gilt. “It’s a powerful tool that allows us to reach mobile users at key moments of intent.”

Quick ramp up leads to new opportunities
After a quick ramp up, Gilt created and tested a number of campaigns focused on acquiring new customers. Now it’s fine-tuning performance to meet business goals – in particular finding new, quality users.

“Search Ads has done a great job partnering with measurement platforms to give us absolute insight into what keywords are working and what we want to prioritise next,” Weg Spero says. “And thanks to Search Match, we can discover additional search terms that give us opportunities where we wouldn’t have thought of serving ads otherwise.”

Support for Product Expansion
Gilt continues to expand its use of Search Ads into other product areas, including home furnishings and accessories, to help raise awareness and attract the most qualified customers.

“Our app is a huge part of our customer experience, so it’s very important how we market it,” Weg Spero says. “Pairing Search Ads with our business goals has led to great results.”

Keyword discovery is an important part of its strategy, and Gilt is building on a successful holiday season to run evergreen campaigns that lift off-season sales, too.

ROI exceeds benchmark goals
When measuring the success of new customer acquisition, all of its Search Ads campaigns have performed above expectations.

“We’ve been able to reach and maintain an ROI that greatly exceeds our ROI benchmark goals”, Weg Spero says. “Our revenue per install is greater for Search Ads than any other app install channel.”

Gilt continues to expand its keyword base in Search Ads as it sees performance increase, and to identify new opportunities for growth.

“Retailers have to be active in the mobile app space these days”, Weg Spero says. “It’s just a given. And Search Ads puts you in the spotlight right when people are searching for the products you offer.”

We see Search Ads as the perfect way to increase our presence on the App Store. It’s a powerful tool that allows us to reach mobile users at key moments of intent.

Sarah Weg Spero, Gilt

Company snapshot

  • Gilt
  • Innovative online shopping retailer
  • 1,000+ employees
  • Based in New York
  • www.gilt.com
  • Founded in 2007
  • App Store rating: 4+
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