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The results were excellent after a 3 month sprint of launching and testing, All Saints spending doubled in European markets (Germany and France) to £200K per month, and generated revenue of £850K, with a ROAS of 3.75x. All Saints were delighted with these results and this fully transformed their European revenue, while setting the foundation for them to expand internationally across Netherlands, the Nordics and beyond, on Google Ads.
expert
This project was whilst I was working at Google. All Saints had achieved good results from their marketing efforts in the UK market. (On average, £900K spending per month, with revenue of £3.6 mill, and ROAS of 4x). However, eCommerce sales in European markets in comparison were minimal and fairly stagnant, (£100K spending per month with revenue of £150K, and ROAS of 1.5x). All Saints were determined to find a way to increase their European market revenue and build a foundation to expand to other European markets in the mid-long term.
Luke created a full funnel strategy to to scale out the European markets. This began with a marketing plan and strategy. For example, using current results and data, which European markets are best aligned to the brand and where are we seeing the best results so far, at Campaign/Ad Group/Keyword and Product level. After analysing all of the metrics, Germany and France proved to be most profitable markets for the scaling strategy. (With a plan in place to expand to Netherlands and the Nordics soon after this.) Initially on Search, Luke created a Generics keyword strategy based on Best Selling products and used Smart Shopping with segmented product groups and their own ROAS targets (High/Mid/Low), in order to improve performance. Additionally, Luke built up audience lists and utilised them to via Display advertising and YouTube to increase brand awareness, reach and drive conversions further down the marketing funnel.
The results were excellent after a 3 month sprint of launching and testing, All Saints spending doubled in European markets (Germany and France) to £200K per month, and generated revenue of £850K, with a ROAS of 3.75x. All Saints were delighted with these results and this fully transformed their European revenue, while setting the foundation for them to expand internationally across Netherlands, the Nordics and beyond, on Google Ads.
Paid Ads,Google Shopping,Paid Ads
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PetO were a traditional retail brand, the third largest chain of pet supplies in Australia. They decided to launch their eCommerce store in 2019, but did not see it as a key pillar of their brand until the pandemic, which customers online, as they were unable to visit the brick-and-mortar stores.
The ROAS was great at that time, during the lockdowns, however as customers returned to stores the ROAS began to quickly decline and the customer was concerned about the profitability of the site and their marketing activity. The ROAS had dropped a peak of~800% during lockdown to only ~250% a few months later.
I joined the account to drive the account strategy and lift campaign performance.
Challenge: underutilized email marketing list
Challenge: lack of social media presence
This brand only sells in their brick and mortar store. With email marketing our team brought in a consistent 20% more revenue and an extra $60k in sales for Black Friday (store typically makes $2.5M yearly) and with social media management we grew their sales 40% month on month.
