The overall monthly ROAS for the account, including all performance media spend across all channels was lifted from 250% to 600% over the course of 4-5 months. Previously SEM activity was primarily relied on to carry the ROAS target, with Meta always below target. Meta results were improved by 200% and Criteo, starting at only 200% ROAS in its first month, improved to 600% ROAS, adding incremental sales and scale to PetO's digital marketing efforts.

3
ROAS

Boris L.

Mayple Vetted

expert

The Challenge

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.



The Process

I reviewed the previous year of activity, to glean insights in terms what has been working and what hasn't and pick up on any trends within the account.


I put together a new 6 months strategy to improve performance and also scale their activity on existing channels as well as expand to new channels.


Some of the actions taken in that process included:

  • Restructuring their Meta Ads account
  • Creating and testing new audiences in Meta
  • Testing new creative approach on Meta
  • Reconfiguring their feed set up from BigCommerce to Meta
  • Restructuring their Google Ads account
  • Adding Performance Max campaigns to their Google Ads account
  • Adding Criteo Programmatic DSP as a new channel
  • Continuously optimizing their campaigns on the above 3 channels
  • Performing a CRO and UX audit on their site to provide a list of recommendations to improve conversion rates
  • Performing an Industry and Competitor analysis and delivering an insights report, with further recommendations on ways to improve their website, marketing messaging, omnichannel approach and customer service elements on their site.



The Solution

The overall monthly ROAS for the account, including all performance media spend across all channels was lifted from 250% to 600% over the course of 4-5 months. Previously SEM activity was primarily relied on to carry the ROAS target, with Meta always below target. Meta results were improved by 200% and Criteo, starting at only 200% ROAS in its first month, improved to 600% ROAS, adding incremental sales and scale to PetO's digital marketing efforts.

Skills Used

Paid Ads,Paid Ads,Paid Ads,Google Shopping,Paid Ads,Web Development,CRO,Marketing Strategy,Web Development,Web Development,Other

Industry

Pets

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