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As expected, the first month saw a dip in spend (we went from around $15K a month to about $10K). The ROAS was around 2.5 (average for last 6 months was at 2.2). By month 2, daily spend had gone to $500 a day (a 500% increase) and ROAS was over 3. That was their best month for 2022 and also their largest spend ever.
The brand wanted to expand its presence on Google but had a hard time scaling. They were only using Shopping and had yet to try Performance Max.
The first step was to keep the Shopping campaigns running while creating a new Performance Max campaign to see how the account would handle it. The account had a lot of conversions and was using "data driven" as the attribution model.
The daily spend started at $100 a day.
As expected, the first month saw a dip in spend (we went from around $15K a month to about $10K). The ROAS was around 2.5 (average for last 6 months was at 2.2). By month 2, daily spend had gone to $500 a day (a 500% increase) and ROAS was over 3. That was their best month for 2022 and also their largest spend ever.
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I was brought on board as the CRM/Campaign Manager and was in charge of revamping and enhancing the customer lifecycle. Our data lived in various systems so it was figuring out a way to enhance the programs using data.
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