Performance Summary
Sales/Revenue: 80% Increase after 6 months working with us
Store Sessions: 3876% Increase after 6 months working with us
Store Niche: Home Decor – NZ/AU/US Markets
Blended ROAS: Over 6x
Introduction:
This client of ours sells various Home products to the big 5 markets (bedding, decor, bathrobe & accessories, tableware, etc.). We’ve been in charge of managing, optimizing & scaling their paid search & paid social campaigns for the past 6 months.
Prior to working with us, the client struggled with low profitability, and a bad experience with their current agency. Their sales were dwindling and the client was losing hope with the business. We’re proud to have played a big part in turning things back around, and driving massive growth over such a short period of time.
She was only using Google Ads and struggling, we helped to implement an omni-channel approach by plugging into Facebook + Pinterest as well as optimizing the Google strategy.
The result was substantial growth, better profit margins, lower CPA’s & higher ROAS. Everything she wanted when we first met and another great client success story for us!
Over the past 6 months, literally hundreds of different campaigns, ad groups, ads, experiments & split-tests have been carried out. It would take far too long to dive into exact details, so we’re going to break down the best performing strategies, tactics & placements so that you can try this out for your business and hopefully move the needle!
Google Ads Case Study – Let’s Dive In!
Google Ads is our go-to channel for any store, especially those with a larger catalog. We find Google Shopping placements perfect for home decor stores since they tend to have a larger range of products.
In terms of account/campaign structure, we used the following setup:
- Standard Shopping – All Products (subdivided different product collections)
- Performance Max – Best Selling Collection A
- Performance Max – Best Selling Collection B
- Performance Max – Winning Product
The strategy from here, is to test products in the main Shopping campaign for all products, and find high potential collections/individual products to scale using Performance Max placements. We do this to have tighter control of budget allocation, and force Google to spend on these certain SKU’s instead of having the budget diluted by the other thousands of SKU’s.
At the same time, we’ll be looking to exclude unprofitable collections or individual products. As not every product will be successful with ads. You can do this with product groups. Over time you’ll have sound data on which products are your winners where you’ll allocate more spend to, and which are the “losers” which you’ll essentially cut ad spend from.
Another important optimization made, was optimizing the product feed. Since Shopping ads are dependent on your product data and there’s no way to manually define keywords, you must ensure the data quality is on point, otherwise Google will not be able to match your products to the highest intent search terms which are most likely to generate conversions.
The most important datapoints in your feed are:
- Product Titles
- Product images
- GTIN/MPN
- Google Product Category
- Other Attributes (material, size, condition, etc.)
By following this strategy & applying these ongoing optimizations, you can expect to achieve a strong ROAS on Google Ads for your Home Decor store too!
Facebook Ads Case Study – Let’s Dive In!
Facebook ads in 2023 are all about a simplified account structure, and consolidating down. This helps the algorithm perform best, we’ve seen it on our client accounts and so have thousands of other Facebook advertisers & agencies. Our main strategy consists of Advantage+ Shopping campaigns and constantly cycling in new product sets, creatives & ad variations.
Here is the setup we found work best for this business:
TOF:
- Advantage+ Shopping – Dynamic Catalog – Broad Targeting (Utilize product sets of different collections – collection/instant experience ads with different header image/videos also work very well)
- Conversion ads – Broad home decor interests as well as lookalike audiences worked well here.
MOF/BOF:
- Dynamic Carousel ads using the product feed is our main retargeting strategy. Since we’re running heavy Google Shopping ads + Advantage Shopping campaigns using the product catalog, most of our traffic is going direct to product page already, so it makes sense to use DPA placements to retarget prospects with the exact item they were viewing on the website. (Note that Adv+ includes retargeting already, but we also like to segment it out with a different offer/message specifically to warmer audiences).
Conclusion
We’re proud to have made such a big impact in a short duration for this client. 80% increase in only 6 months was not expected, but we made it happen.
The client not only sees higher revenue figures each month, but she also is profiting at higher margins because her ROAS has increased substantially since we started working with her.
This is the power of an omni-channel approach, your customer acquisition costs decrease, return on investment increase, and overall your brand marketing is far more effective.
We’re now working with the client to ramp up their supply chain + customer service processes so we can take it up a notch further.
