Facebook Ads performance improved by 2x. Programmatic produced a ROAS of 700%.
Google Ads improved by 150%. Bing Ads was removed from the channel mix and spend reallocated to other channels.
The brand was struggling to improve the ROAS of their online store above 300%, after getting a taste of 800 - 900% during the pandemic, when people being stuck at home all day every day was beneficial to a brand like theirs. The brand was already familiar to consumers who were used to seeing it at stores like Harvey Norman and Kmart, but now could no longer shop at those stores. Another challenge was not being able to offer discounts on their products deeper than the stockist retailer were offering.
The target ROAS was 500 - 600%. The channels they were using were Facebook/Instagram Ads and Google Ads. Facebook was an area of concern as they did not see consistent returns there, although the channel very well during lockdowns.
My role was to review their overall Digital Marketing Strategy and put together a revised growth strategy and monthly schedule that both improved their ROAS and scaled their spend.
My suggestions included shifting from a monthly promotion-led strategy on Social to a mix of 'always on' and promotion-led activity, with greater flexibility in spend allocation between channels, strategies, campaigns and products and specific tactical suggestions to improve Facebook performance.
I also added Programmatic to their channel mix, using remarketing with Dynamic Creative Optimization (DCO), driven by sophisticated machine learning algorithms.
Facebook Ads performance improved by 2x. Programmatic produced a ROAS of 700%.
Google Ads improved by 150%. Bing Ads was removed from the channel mix and spend reallocated to other channels.
Paid Ads,Web Development,Paid Ads,Paid Ads,Google Shopping,Paid Ads,Paid Ads,Marketing Strategy
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The client wanted to work with top portrait photographers for their new phone campaign. This was to position themselves as the top camera phone in the industry. They had very particular requirements on the chosen photographer so finding the right person was the first challenge. The second was managing the high profile talent and the client to achieve an outcome with the content that both parties were happy with. The timeline was extremely tight, particularly for such a high profile photographer with a busy schedule. Their target was to get high PR attention.
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