Mowers-Online joined Orris Digital in September 2017. It’s a business very heavily influenced by seasonality, with the lawnmower season picking up in early spring and slowing down in mid-summer. For Mowers-Online, there had always been two distinct problems in Paid Search:
- How to maintain profitable campaigns in the off-season
- How to manage in a very competitive seasonally based market
The first problem stems from the fact that the business’ name showcases it as a lawnmower specialist, but its autumn and winter months’ sales should be dominated by other garden equipment, the challenge essentially being to present potential customers with the wider variety of products on offer as opposed to just lawnmowers. The solution was to weight categories which were more autumn and winter orientated during these months while optimising extensively to reduce wasted budget in order to maintain our target ROI. The result was that we maintained a solid performance through the winter months with an acceptable ROI: