By Emma Searle

In PPC it’s really important to be reactive to the market. Never is this truer than on Black Friday. But with a delay of up to 2 hours in the AdWords interface, how can you be sure you are making the best decisions at the right time? Step in DoubleClick Search.

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Over the last few years here at Periscopix we have been developing a love affair with DoubleClick, particularly DoubleClick Search within the Paid Search teams. A big factor in this is real-time data. There are many instances when this can be a game changer - the launch of a new product, the first day of a new website – but Black Friday is now a consistent date across all of our ecommerce clients and their competitors, so it’s a perfect example of how being able to react in real time can have a huge impact.

Case Study: Tesco Direct

Founded in 1919 by Jack Cohen from a market stall in London’s East End, Tesco is one of the world’s largest multi-channel retailers with over 3,500 stores in the UK, serving tens of millions of customers each week in-store and online. Tesco Direct is the company's general merchandise branch.

Tesco Direct began working with us in June 2015, so Black Friday was our first big test together. After the chaotic scenes across many retailer stores the previous year, we were expecting online traffic to be bigger than ever. There were two challenges that came with this:

  • Identify the most popular deals and capitalise on heightened demand and tendency to purchase
  • Ensure ads showing for products that have sold out are kept to a minimum

To learn more about how we used real-time data to accomplish these goals, read the full case study here.

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