€6 Milion in 6 months

¿How did we do it?

This client has a well-known brand and has been managing ads on social networks and Google for a long time. They also have a very large community and nowadays working with small and large influencers at the same time.

If we focus on Google campaigns, they were following an old and manual structure in all cases, so we decided to work on it.

PHASE 1: ACCOUNT AUDIT AND FIRST CHANGES

• We analyzed the account to find its strengths and weaknesses in paid traffic.
• The vast majority of campaigns were in manual cpc. We had a great opportunity to transition to smart bidding to generate a higher volume of clicks and be more profitable with our spent.
• Shopping campaigns needed to be transitioned to Pmax to show ads in all Google placements.

PHASE 2: FIRST CONCLUSIONS WITH SMART BIDDING

• The AOV was not so high, and consequently it was a challenge to make our PRS (Prospecting) campaigns profitable at the beginning.
• Used to have a ROAS +3 in Pmax campaigns with other clients, in this case we were not able to reach 2.
• Generic Search campaigns helped us to show ads using all kinds of words related to our niche.

PHASE 3: ANALISIS & ATTRIBUTION

• Although we saw that our PRS campaigns did not generate the expected results, we realized that we did achieve the objectives at the global level of the account. 
• All PRS campaigns were used to promote our website and after several impacts through Search, Shopping, Youtube, Display, etc… we were able to close sales through the Brand campaign.
• We decided to open Brand campaigns separating them country by country to make the maximum push possible, be as relevant as possible using different languages per country and letting the account optimize it self.

PHASE 4: LONG TERM STRATEGY

• After the global analysis, we decided to expand the brand to different countries following the same strategy as in the main countries. Spent a large percentage in PRS to raise awareness in Search, Shopping, Display, Discovery and Youtbe, let campaigns some time to optimize by products to have the cheapest cost as possible and we were able to see most of sales coming from brand campaigns
• Opening of Youtube in PRS and RGT to outperform our competitors in all channels. In Pmax we also appeared on Youtube, but by doing it separately we had more control and more campaign insights, which helps us to optimize and test best ads for each type of collection.
• A/B testing on YouTube ads on a weekly basis with the objective of scaling those ads with better metrics and generate a positive impact on the brand.

CONCLUSION

✅Good strategy using smart bidding

✅Good offer and growth in social media

✅Omnichannel strategy. Our ads were in all possible placements with controlled frequency.