The Challenge
The biggest challenge for Karma & Luck was the fact that the majority of sales were coming from Facebook Ads. Their Google Ads performance was substantially lagging behind.
The Google Ads account was set up this way that the majority of sales were coming from branded searches (people searching for the brand). In other words, Facebook Ads was doing the hard work and Google Ads was just collecting the sales that would happen anyway.
We had to focus on making Google Ads a true marketing channel, able to bring new customers (not just people already knowing the brand).
The Solution
We moved to a more holistic approach by implementing a funnel-based approach where we guided a visitor through multiple steps in their buying journey.
We did that by using Shopping, Display, Video, and Search Ads.
We used DataFeedWatch to have more granular control over the Shopping campaigns’ feed which allowed us to be more competitive in shopping ads.
Display ads were used, in the beginning, purely for remarketing purposes. As we started showing display ads to people who didn’t previously visit the website we added creatives based on reviews.
Search campaigns, which originally only covered branded terms, were underutilized. Here we have implemented search campaigns based on the best-selling products in such a way that any changes in the shopping feed would be visible in them.
In the first 30 days, we got the desired ROAS levels.
The next step was to start focusing on awareness & outreach campaigns. For this purpose, we were using custom videos and explanatory creatives that attract new buyers.
As the data started flowing in, we were able to fine-tune our activities based on few best-performing personas.
The next step was a combination of more outreach/awareness campaigns and introducing more remarketing ads for the promotional calendar.
The Results
Before (March):
Spend: $4.72k
Sales: 163
ROAS: 3.05
After (July):
Spend: $17.3k
Sales: 1.65k
ROAS: 9.66
That’s the overall account, we saw a gain of 678% in ROAS.
How did the nonbranded perform by its self?
The Challenge
Jeff was on the market for nearly 2 years. The biggest struggle was to get more clients. He was already using Adwords but he wasn’t happy with the results. While the leads he was getting were, in most cases, qualified he wanted to get in front of more people while not increasing the cost. As a new player on an already saturated market, he struggled to get his foot into the AdWords door lacking thousands of reviews like his competitors.
The Solution
The first step was to fix the account and remove everything that wasn’t performing. While there was progress it didn’t actually bring down the cost too much. The first thing that actually made a difference was the introduction of a landing page.
While many business owners believe that their websites will get them more clients I believe that a website is a business card. There is time and place for it but when it goes to getting people to contact us there are better things like landing pages.
The landing page was a distilled version of the client’s website, presenting all the necessary information. It got us from a mere 3.14% of visitors contacting us through the website up to 20.76% when they saw the landing page.
This made a real change, but we didn’t stop there. The next step was to start using the cutting-edge changes introduced in the Google Ads. After implementing new ways of targeting the cost of every click went down.
Combining the landing page and new way of targeting people was the winning combination.
The Results
After implementing all the changes the cost of getting lead started dropping down to 25,74% of the original cost. In October we were able to cut that cost down by another 50%.
Flue Liner Solutions offer domestic and commercial flue lining installation and repair in London & Wimbledon.
Client's goal was to start lead generation for B2B clients. We decided to propose an alternative solution by starting with acquiring B2C clients. This approach allowed us to gain traction and then slowly start acquiring B2B as a second, smaller but more profitable stream of leads.
How We Did It
- Laser targeting with search campaigns an dedicated landing pages
- Reach and awareness display, discovery campaigns for top of funnel audiences
- Proper conversion tracking for macro and micro business goals
The Challenge
Our main challenge and goal was to grow the current amount of sales and revenue generated with little to no impact from marketing. Our initial analysis of the brand showed a high focus on branding campaigns, with a small percent of spendings going to broader audiences. This way, the brand saturated the available database of clients and was unable to grow.
Our second challenge was to assess the market – TV stands are sold by hundreds of brick and mortar giants and e-commerce stores that are widely known in Canada and the USA. Also, our products lacked an outstanding initial proposition: the offering of an extra incentive in the form of free LED lights upon the first purchase.
What is more, our analysis showed that the current website wasn’t fully optimized in terms of customer journey and customer experience on mobile devices. The page’s loading time lagged due to product photos that were not optimized for mobile use, carousels, and unused JavaScript pop-ups.
Moreover, Google Ads lacked any sort of results we could use for optimization, thus allowing us to use only an imported conversion from Google Analytics for transactions. Given the products’ prices, competition, and usual customer journey, we knew that most of the purchases wouldn’t happen right after the customer’s clicking on the ad.
The Solution
Upon initial analysis, we decided to optimize current campaigns to keep the traffic and sales going, while planning on new targeting campaigns and creatives. As our client was selling up to 15 products, we decided to optimize our Google Shopping Feed using a supplement. We used a Google Sheet file that allowed us to work on the products’ attributes altogether. This is a great solution, especially for small retailers that have up to 50 products. We tested new titles and description variations, and we added custom fields for product colors and IDs.
Next, we tested new ad variables and biddings for branded search campaigns that were using an older version of text ads.
Next, we rearranged the current generic search campaigns by using a more detailed structure, exact match phrases for our top picks, and broad match modified keywords to harvest the search results and look for any opportunities to stand out.
Then, we rearranged the Facebook Ad setup to clearly separate different stages of awareness and allow us to see what is driving our business’s results.
Initially, the campaigns failed to lead to the desired outcome of higher ROAS and revenue, despite having higher, more-intent traffic and a lower average cost per click. Thanks to the initial analysis, we knew that the website and product pages needed some adjustments and decided to create two different product landing pages with dedicated offers on LED lights and on discounts.
The landing pages were created with the intention to address our customers’ needs – unique offers, selling propositions, client reviews, and an easy-to-follow structure that allowed the users to move on to the checkout process easier.
However, 70% of the site’s traffic was coming from mobile devices, and we needed to make sure that the site was responsive and loaded easily, within seconds.
Pain Points
At first, we struggled with getting the right amount of traffic and sales. We initially focused so much on current optimization and remarketing that we lost sight of our top-of-the-funnel audience that would have been a long-term driver for acquiring clients. Sales were dropping daily, with no visible positive trends. We decided to risk and try shifting the actual spendings usage from remarketing to raising awareness of the brand and of the products for the selected audiences.
The Results
Google Ads
The Google search results were packed with shopping and search ads.
Big retailers were able to massively outbid our campaigns, so there was no way of attracting customers directly via the search-and-shop method. We decided to focus on branded keywords and long-term keywords containing product details and size fittings for TVs.
Upon the launching of Smart Shopping by Google, we decided to test it, as our standard shopping campaigns lacked capped bidding. With further optimizations and tests, within weeks, Google Campaigns started generating up to six transactions weekly, with a ROAS of over 400%. In September, campaigns performed well beyond our expectations with a ROAS of over 1000%.
Facebook Ads
With Facebook Ads, we had the best chance to target custom audiences based on our analysis and previous customer data. We knew what type of people bought the products, where they usually lived, and what they did for a living.
However, the ad account lacked the most important information: data on Facebook Pixel. We knew that, in order to grow, there was over 60% of ad spend that had to be invested in top-of-the-funnel marketing. To limit ad spendings, we tested out different image and video creatives, copies, headlines, and calls to action. In the first two weeks, we were able to determine which ads resonated with our target audiences and which made them go through to actually see the product and even buy one.
With that and with growing audiences, we were able to quickly remarket our prospects with tailored ads, based on the customers’ previous page behaviors and ad engagement. We also added customer-based ads with photos of clients’ products that were showcased in their homes and apartments and with their opinions of the products. With growing interest, we saw an uptick in terms of conversions week by week, and we were able to grow our weekly sales to an average of 6–7 units.
Pandemics Reaction
As COVID-19 attacked all of the world’s markets, we knew that our client would also be concerned regarding higher ad spends and, that most likely, people would be afraid to buy anything that is not necessary right now, as most of them would be on the edge of losing their jobs or stable incomes.
We initially tracked ad performance to see if there were any major changes coming in, and we emphasized on having great customer service and free, safe delivery right to the customers’ doors. This was crucial as people were losing their trust when it came to socializing and meeting face to face.
Another noteworthy aspect was that people started to spend more time indoors, paying attention to what objects and furniture surrounded them and how they lived on a daily basis. Moreover, there was no way they could buy a piece of furniture locally. This was our chance to show that there is nothing to worry about when buying products online, as we had, like pointed out before, great customer service, improved assembly documents, and free LED lights that would surely make your movie or game day much more entertaining.
