The effectiveness of looking more deeply at the campaigns and creative resulted in an important insight allowing us to take new actions that improved the results of the initiative by 300%.

3
ROAS

The Challenge

One of the challenges was to maximize the ad spend and improve ROAS. The ad planners in place were utilizing a traditional approach overspending on lower ROAS channels such as Facebook. We flipped the spend focus and improved creative to increase ROAS. Focusing more on Google and Shopping specifically made the ROAS overall increase 300%.

The Process

As the fractional VP of E-commerce, I directed the existing ad planners to look at the ad program differently and spend the budget more effectively based on the campaign and creative analysis of the initiative. The data showed that the particular channel of Google and the specific campaigns on Google Shopping performed best. We did not eliminate the other campaigns, but focused most of the efforts on Google Shopping.

The Solution

The effectiveness of looking more deeply at the campaigns and creative resulted in an important insight allowing us to take new actions that improved the results of the initiative by 300%.

Skills Used

Paid Ads,Paid Ads,Paid Ads,Marketing Strategy,CMO,Marketing Strategy,Email Marketing,Marketing Strategy,Content Marketing,Google Shopping

Industry

Style & Fashion

Results by the numbers

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