Urban Natural is a high AOV (average order value) home décor & furniture brand that was struggling to find the results and ROAS that they needed to scale their campaigns. They had a very classic issue which was: when they tried to increase their budgets, their ROAS would decrease rapidly. They were looking for someone who could take their campaigns and scale them but retain or increase their returns simultaneously.

They had several positives when it came to brands looking to scale:

1. They had a large product offering, upwards of 300+ products which is great for variety + cross-selling & up-selling.
2. They offered very competitive prices on their products which helps fight a common pain-point for high-priced furniture brands.
3. They had a very large email list that was highly engaged and actively looking for furniture.
4. They fully trusted my expertise and strategies.

There were a couple negatives as well:

1. They had just completed a 100% rebranding of their company. New website, colors, creatives, logo, etc. This impacted returning-shoppers brand recognition & click rates.
2. They were using a 1:1 approach inside their accounts, testing 1 interest/keyword at a time.

We decided on a complete overhaul of their existing Facebook Ads Manager account as well as their Google Ads account. This was best for the account structure post-iOS 14, as well as starting fresh with new testing templates would give us the cleanest and most accurate data moving forward. We met on video calls 1-2 times per week during setup to ensure proper account structure, creative use, and landing pages.

Their Facebook Ads Manager was performing quite poorly using their 1:1 structure, which was the first change. Utilizing a more consolidated system was our plan, along with an extremely aggressive creative-testing strategy due to the rebranding. We needed to get the new branded content in front of our existing audiences as much as we could, and learn from that data to better impact our cold audience campaigns. We also moved to use carousels a lot more than they were before, as they had such a variety of products and we wanted to showcase lots of variety to potential buyers.

Their Google Ads account was very poorly managed. They had their budget split among 27 campaigns, broken down by device. This is against best practices and I had to do an entire face-lift of the account. 27 campaigns were reduced and consolidated to 4, utilizing a much more consolidated structure with more relation to Facebook's CBO type of budget allocation. The text ads were updated with much more "clickable" copy, as well as better headlines & more relevant content. Their shopping campaigns were also reworked to allow for better returns.