PPC Mastery: Efficient Optimisation to Fund Long-Term Growth

Client: Wolverine Worldwide

Wolverine Worldwide is a global footwear retailer with multiple brands. Havas Market was tasked with improving revenue and ROAS performance for two brands: Merell and Saucony. The PPC strategy was to move from arbitrary targets to ones suited to hitting growth and revenue effectively. Adopting a new PPC investment strategy and implementing a flexible ROAS model enabled more investment in brand awareness activity through paid social. This resulted in +48% PPC revenue for Saucony, ROAS improvements across the board, and 442% more budget to invest in brand campaigns.