The Media Image and Debenhams won Best Use of Search – Retail/eCommerce (PPC) at the 2021 UK Search Awards for “Scaling Profitability & Efficiency Online,” a Q4 2020 initiative that revived the heritage retailer’s digital fortunes during lockdown and ahead of its sale process.
About the Award
The UK Search Awards recognize outstanding paid and organic search campaigns across multiple sectors. The Retail/eCommerce (PPC) category rewards programmes that combine creativity, technical excellence and measurable commercial impact for online retailers.
Why We Won — Results at a Glance
- Generated more than £4 million in incremental online revenue during Q4 2020 while maintaining target ROAS.
- Reduced cost per acquisition by 17 percent through automated bid strategies and real-time promo syncing.
- Expanded activity to Microsoft Advertising and the Irish market, adding 12 percent new revenue.
- Automated promotion headlines via custom business data feeds, enabling same day flash sale deployment across tens of thousands of ads.
Key Challenges Overcome
Debenhams’ legacy account structure was fragmented across engines and regions. The team rebuilt campaigns, automated promotions and introduced inventory management search ads that paused out of stock items and launched new brands automatically—ensuring efficient spend and up to date creative through volatile trading periods.
Leadership Perspective
"Rescuing peak?season performance under pandemic pressure required flawless teamwork and relentless optimization. This award proves that discipline and creativity can turn distress into opportunity."
