{"id":4391514,"date":"2021-10-28T23:23:00","date_gmt":"2021-10-28T21:23:00","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/driving-140-growth-in-revenue-for-the-ultimate-wine-resource\/"},"modified":"2025-12-08T11:02:11","modified_gmt":"2025-12-08T09:02:11","slug":"driving-140-growth-in-revenue-for-the-ultimate-wine-resource","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-in\/case\/driving-140-growth-in-revenue-for-the-ultimate-wine-resource\/","title":{"rendered":"Driving 140% growth in revenue for the ultimate wine resource"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Wine.com<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Driving 140% growth in revenue for the ultimate wine resource<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2021\/10\/clinking-wine-glasses.jpg\"\n\t\t\t\t\talt=\"Close of hands clinking red wine glasses\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tCommerce\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tCustomer Experience\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >Located in San Francisco, CA, Wine.com is an online wine retailer that offers the largest selection of wines in the world at every price point, from the most highly acclaimed names to small production bottles. <\/p><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >The company offers a robust recommendation engine, extensive wine and winery content, professional ratings, easy sort and filter features, a five-star mobile app, and live chat with wine experts, so consumers can easily find their favorite bottles or discover new wines they\u2019ll love.<br><br>Wine.com was facing large fluctuations in demand throughout 2020. With more people staying home and ordering online during the COVID-19 pandemic, search demand increased sharply. Despite the increase in competition and click prices, DEPT\u00ae recognised an opportunity to drive additional site traffic through Wine.com\u2019s SEM program.<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy has-less-t-space\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"start\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Targeting new customers through auction-time bidding<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>To scale their overall efforts as much as possible with a target ERS of 25%, DEPT\u00ae deployed a series of ERS bid strategies that enabled them to bid more aggressively on their top-converting campaigns using brand and head terms. And by scaling through longer-tail and product keywords as well, they could ensure maximum visibility and meet their efficiency targets.<br><br>Then, to manage the shifts in demand, we recognised automated bid strategies as a tool to improve efficiency and new customer growth while also simplifying account management. So we partnered with its Search Ads 360 (SA360) team to align campaigns that had similar marketing objectives into bid strategy portfolios geared toward maximising client revenue and profitability. Through auction-time bidding with data-driven attribution, SA360 analysed and optimised around various signals for each unique auction to reach the users most likely to convert.<br><br>Next, we migrated Wine.com\u2019s Smart Shopping campaigns to SA360 auction-time bidding, which led to strong improvements in efficiency and volume. With the impending Cyber Five (the five-day period between Thanksgiving and Cyber Monday), the DEPT\u00ae team established seasonality adjustments within SA360. This feature ensured sustained growth and unlocked further opportunities during Wine.com\u2019s peak season by allowing for hyper-aggressive auction-time bidding.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2021\/10\/aerial-view-wine-bottles.jpg\"\n\t\t\t\t\talt=\"An aerial view of wine bottles on a wooden table.\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-stats-and-copy is-text-left\">\n\t<p\tclass=\"text text-sans-48 block-stats-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Uncorking limitless growth<\/p><p\tclass=\"text text-sans-24 block-stats-and-copy__text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-stagger=\"0.01\" >After the initial warm-up period, the campaigns and bid strategies reached a steady state, driving consistent conversion volume and efficiency as the peak season for Wine.com neared. Due to the influx in demand during the COVID-19 pandemic and the effective use of automated bidding, Wine.com experienced tremendous growth.<\/p>\n\t\n\t\n\t<ul\n\t\tclass=\"block-stats-and-copy__cards is-content-left\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\">\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t140%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\trevenue growth YoY\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t11%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tdecrease in CPA\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t10%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tincrease in effective revenue share\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":40,"featured_media":4391524,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#8804A3","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[41387],"case-category":[42925,42926],"award":[],"case-industry":[42936,42937],"person":[41341],"class_list":["post-4391514","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - 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