“In 2023, with tighter marketing resources and growing HH penetration goals, a digital experience audit revealed search as the channel where we could drive the most impactful gains.
Our objective was to push efficiency and effectiveness to new levels during our Memorial Day sales campaign to ensure we had the right strategy in place for Ring’s ‘Super Bowl of Sales’ period – the second half of the year, including our two biggest sales moments, Amazon Prime Day and Holiday.
In other words, if Q3-Q4 was the metaphorical championship, Memorial Day was the ‘playoffs’ and our last chance to test new strategies.
We had specific goals to hit by Memorial Day:
• Increase Memorial Day sale ad copy CTR YoY by +40%
• Decrease CPC for Memorial Day sale ad copy YoY by -25%
• Generate at least +15% more D2C unit sales YoY across Doorbell, Camera, and Alarm product lines on Ring.com.”
