PLA had been originally launched by Motoblouz as a test run in July 2012, but was a single campaign with a mere dozen adgroups. To seize on the obvious room for growth, the first step was to rethink the campaign's entire structure, manage it with much more pinpoint accuracy, and improve its performance.

A CAMPAIGN STRUCTURE THAT DELIVERS MAXIMUM EFFECTIVENESS

CHALLENGE

Motoblouz is the number one site for purchasing of gear for bikers and motorbike accessories, offering more than 53,000 specialized products. Like many online retailers, Motoblouz's goal is to promote its catalog of products through paid search in order to position itself on highly specific requests for which it faces little competition. To accomplish this, Motoblouz turned to Keyade (which already managed its sponsored links campaigns) to run its Product Listing Ads (PLA) campaign.

PLA ads draw on an advertiser's product listing to display product prices along with product images; the ads themselves are automatically displayed based on web user searches.

DISSEMINATE THE PRODUCT CATALOG ON GOOGLE

MISSION

MOTOBLOUZ OPTIMIZES ITS PLA CAMPAIGNS AND DOUBLES ITS PROFITABILITY

Alexandre DouchezDirector of Marketing, Motoblouz

"PLA is a challenging format that demands as precise a structure and management strategy as

other acquisition channels. Keyade provided excellent advice and quickly deployed the means that allowed us to

get the most out of this format. The results have been outstanding!"

Keyade is an independent company specializing in performance-based online media acquisition (Keyade Agency), and its conversion using dedicated technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE. Its client portfolio includes OLX, Meetic/Match.com, Air France, Jumeirah, Redoute and Voyages-SNCF.In 2011 Keyade received capital investments from entrepreneurs Marc Simoncini (Meetic, iFrance) through his Jaïna fund, and Fabrice Grinda (Zingy, OLX).

Headquarters: Keyade, 8 rue du Sentier, 75002 Paris, FranceSimplified joint-stock company (SAS) with a capital of 49,481 Euros, registered with the Trade and Commerce Register of Paris under number B 490 339 207—CNIL (National Commission for Information Technology and Privacy) no. 1244457

www.keyade.com / contact@keyade.com / +33 (0) 1.44.79.38.13

Co-founded in 2004 by Thomas and David Thumerelle Thiry, Motoblouz.com is now the leader in the distribution of motorcycle and scooter equipment and accessories online.

+356% IN REVENUEBETWEEN 2012 AND 2013

RESULTS+117% INCREASE IN PLA CAMPAIGN PROFITABILITY

Between September 2012 and September 2013, Motoblouz's PLA campaigns recorded growth of 249% in sales and 356% in revenue. This new structure allowed it to allocate its ad investments more effectively, and as a result, in one year, PLA's share of total paid search grew from 7% to 32%. With a smaller overall account budget, total revenue increased by 20% and profitability doubled. At the same time, the more precise management of PLA campaigns cut CPC in half, contributing to a 117% increase in their profitability.

SOLUTIONSEGMENT THE LINEUP TO FINE-TUNE THE DETAILS

From its humble beginnings as a single campaign in an Adwords account, PLA became an account in its own right, with over a hundred campaigns. With a new account structure designed by Keyade, Motoblouz' campaign expanded from a dozen ad groups to nearly 750. This high level of precision not only allowed it to improve its bidding based on individual ad performance, but also improve its ad distribution based on increased relevance to web user searches.

MOTOBLOUZ OPTIMIZES ITS PLA CAMPAIGNS AND DOUBLES ITS PROFITABILITY