Prior to the 12SM team stepping in, the ICC was driving all clicks to the homepage. While they knew it wasn’t best practice, the internal team didn’t have the capacity to expand its campaigns to target hundreds of product categories and thousands of products. The 12SM team stepped in as an extension of their team to provide the much needed bandwidth and optimizations they needed. This included developing unique campaigns and ad groups for every product line for paid media ads that led to game-changing results for the client and their marketing strategy.