a well-known clothing brand selling their premium collection of men’s golf clothing and accessories.
PAID MEDIA & PPC SUPPORT
Oscar Jacobson had been running Google ads for a few months due to sparked interest through the national lockdown, but they quickly realised they needed some additional help to take their campaigns to the next level.
We were consulted to estimate the potential growth if we expanded beyond an automated brand campaign. The client wanted to know how much more revenue we could drive in October while maintaining similar levels of efficiency in ROAS and CVR.
There were several unique factors to consider going into their 4th month of activity. Most importantly inconsistent consumer trends as a result of regularly adapting to COVID-19. Whether it be changing tiers or national lockdown we had to weigh these expectations up with seasonal changes and sales events. Moving from Summer to Autumn their sales were going to move from polo shirts and golf shorts to jackets and waterproof trousers. They were also going to see benefits from Black Friday after October payday but possibly some reserved spending before then.
Lastly, there was a desire to grow new users rather than relying too heavily on returning who may have purchased via the direct or organic channels anyway.
The new campaigns added were a branded and non-branded version of each product type they had on site. We also split the campaigns by Broad and Exact to enable us to have more budget control over specific searches. Additionally, we tested Smart Display and Smart Shopping campaigns working towards a target ROAS strategy just under the average for the account so far.
As we progressed through the month it appeared that the original campaign was declining in CVR and ROAS and so we were able to move this budget into our campaigns. We also noticed certain generic products were encouraging but weren’t performing quickly enough in the first month. And with strict targets we would have to return to them at a later date. This mostly left Shopping, Brand and our Jacket campaigns.
153% increase in sales
187% increase in revenue
233% increase in sessions
194% increase in new users