Sail Outdoors, a leading outdoor sporting goods retailer in Quebec and Ontario, faced unprecedented challenges in 2024: new privacy regulations, a difficult macroeconomic environment driven by inflation, impending deprecation of third-party cookies, and the emergence of a major new player.
These challenges didn’t stop adviso from innovating. To achieve Sail’s revenue objectives, we reimagined their paid search advertising strategy across online and offline channels. The result? Groundbreaking campaigns powered by artificial intelligence (AI) and machine learning (ML), delivering an impressive 5X return on ad spend (ROAS).
Before importing any data, we first ensured Sail’s compliance with Quebec’s Law 25, legislation that is similar to the California Consumer Privacy Act (CCPA) and Europe’s General Data Protection Regulation (GDPR). We implemented a consent management platform and established data points to continue tracking conversions effectively while respecting user privacy.
A key challenge—and a major contributor to the success of our paid search campaigns—was finding compliant methods of importing offline data into our digital campaigns. These data points were then fed into our AI models.
We optimized Google’s Smart Bidding algorithms with custom variables, such as inventory levels, sales forecasts, and profit margins, and implemented a daily routine for dynamically importing first-party audiences to enable precise segmentation. For search campaigns, we employed power pair strategies and broad match keywords supported by portfolio bidding strategies.
Our revolutionary approach ensured campaigns targeted the most valuable audience segments while remaining agile to market shifts and evolving consumer behaviour. Guided by our custom AI-powered dashboards, we stayed laser-focused on one goal: maximizing the impact of every dollar spent.
With an impressive 549% ROAS and $16M in online revenue, the strategy we employed for Sail Outdoors proved that bold innovation and AI-driven transformation could navigate even the toughest challenges of 2024.
