Outdoor and Country

Outdoor and Country is an award-winning premium retailer specialising in lifestyle clothing, footwear, and accessories. With both online and brick-and-mortar stores, they offer a curated selection of top British and international brands. 

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Customers can find well-known British labels like Hunter, Fairfax & Favor, Musto, Joules, and Crew, alongside international names like Aigle, Gant, Timberland, and Le Chameau. 

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the challenge

When Outdoor and Country approached Vagabond, the PPC account was and had historically been managed by the owner, but the brand sought to enhance its paid search performance by bringing in expert support. 

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Vagabond were brought on to take full ownership of the account and implement new strategies to drive growth. The goal was to optimise existing campaigns, identify new opportunities, and implement activities that would not only maintain but accelerate the brand's online visibility and sales while maintaining the high standard of performance and brand reputation they had cultivated.

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our solution

Stage 1: PPC Performance – Growth

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To drive long-term account efficiency and growth, we undertook a comprehensive overhaul of Outdoor and Country’s PPC strategy. Key steps included:

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Account Restructure: We reorganised the PPC account to ensure it was aligned with business goals, enabling more efficient campaign management and better budget allocation.

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Feed Optimisation: We optimised the product feed to improve visibility and relevancy, ensuring ads were displayed for the most relevant customer search queries.

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Introduction of Signals: Leveraging advanced signals, we refined targeting and ad placements, ensuring ads reached the most valuable and high-intent audiences.

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Keyword Research & Implementation: A thorough keyword analysis was conducted to identify the most relevant and valuable search terms, allowing us to direct ads to the right audience and drive qualified traffic to the website. 

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Audience Testing: We conducted rigorous audience testing to identify the highest-performing segments and tailor campaigns accordingly.

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Focus on Top Performers: We concentrated budget on top-performing products and reduced spend on underperforming ones to optimise and maximise budget.

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Feed Overlap Reduction: We eliminated inefficiencies by minimising product feed overlap, ensuring we weren’t competing with our own ads.

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Brand Splits: We segmented campaigns for different brands t to allow for granular control over targeting and brand-specific messaging.

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Stage 2: Scoring Algorithm
To further optimise campaign performance, we introduced our internal multi-dimensional product scoring system, which used factors like:

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• Profit Margin
• Stock Levels
• Competitive Edge
• Sales Volume
• Cost Efficiency

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We used our internal analysis tool, Vagabond Signals, to analyse and score thousands of products. This allowed us to identify where the budget was being spent most effectively and pinpoint inefficiencies in the Shopping campaigns. 

By reallocating budget towards the best-performing products and creating tailored campaigns, we were able to significantly improve results.

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Stage 3: Brand Protection Ads

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To protect Outdoor and Country’s brand presence in the highly competitive search landscape, we introduced Brand Protection Ads. These ads helped ensure that competitors couldn’t encroach on the brand’s visibility in Microsoft Ads by:

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• Using Multimedia Ads: We used multimedia ads to complement existing Text Search Ads, increasing visibility and engagement.
• Enhanced Search Engine Results Page Presence  (SERP): This strategy resulted in an additional 43,286 impressions on the SERPs, where previously there were none, significantly increasing brand visibility.

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The strategy led to a 1,219% return on ad spend (ROAS), showcasing the success of protecting brand presence while generating strong views through conversions and view through revenue.

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This approach not only protected Outdoor and Country’s brand but also created more opportunities for ads to appear on the SERP, leading to higher engagement and conversion rates.